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.

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

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

A small change at the beginning of the design process defines an entirely different product at the end.

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.

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

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.