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

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?

Different and new is relatively easy. Doing something thats genuinely better is very hard.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.

To design something really new and innovative you have to reject reason.

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