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.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

Simplification is one of the most difficult things to do.

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

As a kid, I remember taking apart whatever I could get my hands on.

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

Simplicity is not the absence of clutter.