I discovered at an early age that all I've ever wanted to do is design.
Objects and their manufacture are inseparable, you understand a product if you understand how it's made.
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.
As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.
We say no to a lot of things so we can invest an incredible amount of care on what we do.
If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.
The absence of clutter is just a clutter-free product. That's not simple.
It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
Design is a word that's come to mean so much that it's also a word that has come to mean nothing.
That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
The computer industry is creatively bankrupt.
We have always thought about design as being so much more than just the way something looks. It's the whole thing: the way something works on so many different levels. Ultimately, of course, design defines so much of our experience.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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.
We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.
Apple's Jony Ive describes his "fanatical" approach to design in new interview
