As a kid, I remember taking apart whatever I could get my hands on.

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

The nature of having ideas and creativity is incredibly inspiring.

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.

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

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.

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