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.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

It's very easy to be different, but very difficult to be better.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

Apple stood for something and had a reason for being that wasn't just about making money.

Really great design is hard. Good is the enemy of great.

We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.