You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

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

We shouldn't be afraid to fail- if we are not failing we are not pushing.

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

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

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.