We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

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.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

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

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

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

People's interest is in the product, not in its authorship.