I’m Always Focussed On The Actual Work,

Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product.

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.

It Feels Like Each Time We Are Beginning At The Beginning, In A Really Exciting Way.

I Think It’s A Wonderful View That Care Was Important – But I Think You Can Make A One-off And Not Care And You Can Make A Million Of Something And Care. Whether You Really Care Or Not Is Not Driven By How Many Of The Products You’re Going To Make.