It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

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.

If something is not good enough, stop doing it.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

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