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

One thing most people don't know is that Steve Jobs is an exceptional designer.

The word design is everything and nothing. The design and the product itself are inseparable.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

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

We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

It's very easy to make something that is new. So we are trying to make things that are better.