Designer

Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures.

People's interest is in the product, not in its authorship.

There are 9 rejected ideas for every idea that works.

When you do everything to make the very best product, it also means you're very focused on just a few products.

The nature of having ideas and creativity is incredibly inspiring.

We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to.

The best ideas start as conversations.

We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.

The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.

There is beauty when something works and it works intuitively.

You cannot disconnect the form from the material - the material informs the form.

Manufactured objects testify to who made them; they describe values.

I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.

The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.

I feel that it's lovely when, as a user, you're not aware of the complexity.

I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.

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

Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.

When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.

Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.