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

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

Really great design is hard. Good is the enemy of great.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

There's no learning without trying lots of ideas and failing lots of times.

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

Very often design is the most immediate way of defining what products become in people's minds.