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.
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.
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?!
‘Design’ is a word that’s come to mean so much that it’s also a word that has come to mean nothing.
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.
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.
All I’ve ever wanted to do is design and make it’s what I love doing.
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’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.
I discovered at an early age that all I’ve ever wanted to do is design.
Perhaps I’d like to design cars, but I don’t think I’d be much good at it.
Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products.
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.
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.
I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.
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.
We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.
Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process – they are beautifully intertwined – completely connected.
My focus is incredibly narrow. I can’t talk with any authority other than design and development of product.
That’s just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
There is a clear goal and it isn’t to make money. The goal is to desperately try to make the best products we can. We are not naive – if you trust it, people like it, they buy it and we make money. This is a consequence.
There is beauty when something works and it works intuitively.
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.
Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.