One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

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

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.

Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.

We're very genuinely designing the best products that we can for people.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

The absence of clutter is just a clutter-free product. That's not simple.