As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
If something is not good enough, stop doing it.
Goal we've always had for design at Apple is to create solutions that are inevitable.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
I discovered at an early age that all I've ever wanted to do is design.
The memory of how we work will endure beyond the products of our work.