Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

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

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

I discovered at an early age that all I've ever wanted to do is design.

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

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.

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.