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

If something is not good enough, stop doing it.

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

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

One thing most people don't know is that Steve Jobs is an exceptional designer.

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.

To do something innovative means that you reject reason.