Simplicity Is Really Hard.

We Don't Do Focus Groups - That Is The Job Of The Designer. It's Unfair To Ask People Who Don't Have A Sense Of The Opportunities Of Tomorrow From The Context Of Today To Design.

In Our Quest To Quickly Make Three-dimensional Objects, We Can Miss Out On The Experience Of Making Something That Helps Give Us Our First Understandings Of Form And Material, Of The Way A Material Behaves--'i Press Too Hard Here, And It Breaks Here' And So On. Some Of The Digital Rendering Tools Are Impressive, But It's Important That People Still Really Try And Figure Out A Way Of Gaining Direct Experience With The Materials.

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.

Simplicity Is Really Hard.

When Something Exceeds Your Ability To Understand How It Works, It Sort Of Becomes Magical.