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.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

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

The most important thing is that you actually care, that you do something to the very best of your ability

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

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

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?