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

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?

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.

A beautiful product that doesn't work very well is ugly.

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

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

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