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.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

A small change at the beginning of the design process defines an entirely different product at the end.

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

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

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.

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.

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.

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.

Good is the enemy of great.

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

The best ideas start as conversations.

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

There is beauty when something works and it works intuitively.