Designer

When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone.

The form of computers has never been important, with speed and performance being the only things that mattered.

There's no learning without trying lots of ideas and failing lots of times.

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

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

One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together.

There's no other product that changes function like the computer.

I discovered at an early age that all I've ever wanted to do is design.

I always like when you start to use something with a little less reverence. You start to use it a little carelessly, and with a little less thought, because then, I think, you're using it very naturally.

One thing most people don't know is that Steve Jobs is an exceptional designer.

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.

Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include.

'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.

We all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device.

I think a beautiful product that doesn't work very well is ugly.

To design something really new and innovative you have to reject reason.

There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought.

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

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.

The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design.