The best ideas start as conversations.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

We try to solve very complicated problems without letting people know how complicated the problem was.

A lot of what we are doing is getting design out of the way.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

Apple stood for something and had a reason for being that wasn't just about making money.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.