Its difficult to do something radically new, unless you are at the heart of a company.

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.

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.

There's no other product that changes function like the computer.

We try to solve very complicated problems without letting people know how complicated the problem was.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

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