There is beauty when something works and it works intuitively.
The nature of having ideas and creativity is incredibly inspiring.
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.
I think a beautiful product that doesn't work very well is ugly.
It's difficult to do something radically new, unless you are at the heart of a company.
To design something really new and innovative you have to reject reason.
I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.
There's no other product that changes function like the computer.
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.
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.
Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.
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 left London in 1992, but I'm there 3-4 times a year, and love visiting.
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.
Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate.
As a kid, I remember taking apart whatever I could get my hands on.
The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?'
I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.
The computer industry is creatively bankrupt.
It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage.
