We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.

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?!

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.

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.

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.

There are some shocking cars on the road.

We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense.

I think subconsciously people are remarkably discerning. I think that they can sense care.

We knew that iMac was fast; we didn't need to make it ugly.

As a kid, I remember taking apart whatever I could get my hands on.

You learn a lot about vital corporations through non-vital corporations.

The computer industry is creatively bankrupt.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

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.

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.

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.

There is beauty when something works and it works intuitively.

I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.

Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.

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.

There's no other product that changes function like the computer.

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.

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