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

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

Designing and developing anything of consequence is incredibly challenging.

The absence of clutter is just a clutter-free product. That's not simple.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

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