Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?!
I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make.
Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time.
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.
What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive.
We shouldn't be afraid to fail- if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy.
Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.
With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential.