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.

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.

Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

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

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

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.