And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

The memory of how we work will endure beyond the products of our work.

The goal of Apple is not to make money but to make really nice products, really great products.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

There are a thousand no's for every yes.

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.