We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

I think subconsciously people are remarkably discerning. I think that they can sense care.

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.

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

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.