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

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.

A lot of what we are doing is getting design out of the way.

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.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

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