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

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

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

We don't do focus groups - that is the job of the designer.

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.

It's very easy to make something that is new. So we are trying to make things that are better.