Perhaps I'd like to design cars, but I don't think I'd be much good at it.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

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.

Its difficult to do something radically new, unless you are at the heart of a company.

A lot of what we are doing is getting design out of the way.

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

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.