A small change at the beginning of the design process defines an entirely different product at the end.

What we make testifies who we are. People can sense care and can sense carelessness.

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

To do something innovative means that you reject reason.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

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