Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

To do something innovative means that you reject reason.

We don't do focus groups - that is the job of the designer.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

People's interest is in the product, not in its authorship.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

It feels like each time we are beginning at the beginning, in a really exciting way.