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.

It's very easy to make something that is new. So we are trying to make things that are better.

When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.

I think subconsciously people are remarkably discerning. I think that they can sense care.

Goal we've always had for design at Apple is to create solutions that are inevitable.

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?

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.