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.

Its difficult to do something radically new, unless you are at the heart of a company.

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

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

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

The word design is everything and nothing. The design and the product itself are inseparable.

Very often design is the most immediate way of defining what products become in people's minds.