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.

A beautiful product that doesn't work very well is ugly.

Titles or organizational structures, that’s not the lens through which we see our peers.

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

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

The best ideas start as conversations.

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.