Designer

Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.

Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making.

We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense.

Once, even the simple metal needle challenged the conventional thinking of a time.

I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.

It never ceases to amaze me what it takes to develop and bring to mass production a product.

There are 9 rejected ideas for every idea that works.

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

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.

Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.

It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

If you are truly innovating, you don't have a prototype you can refer to.

All I've ever wanted to do is design and make; it's what I love doing.

All I've ever wanted to do is design and make; it's what I love doing.

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.

It's important to remember that Britain was the first country to industrialize, so I think there's a strong argument to say this is where my profession was founded.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.

When something exceeds your ability to understand how it works, it sort of becomes magical.

We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.