What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

Simplification is one of the most difficult things to do.

Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.

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

It's very easy to be different, but very difficult to be better.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.