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

The word design is everything and nothing. The design and the product itself are inseparable.

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.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

If you are truly innovating, you don't have a prototype you can refer to.

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