The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.

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

The quest for simplicity has to pervade every part of the process. It really is fundamental.

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?

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

Apple's Jony Ive describes his "fanatical" approach to design in new interview