"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."

“I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.”

“It's sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care. That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.”

“Being superficially different is the goal of so many of the products we see . . . rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.”

“I think there's almost a belligerence - people are frustrated with their manufactured environment. We tend to assume the problem is with us, and not with the products we're trying to use. In other words, when our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.”

“Paying attention to what’s happened historically actually helps give you some faith that you are going to find a solution. Faith isn’t a surrogate for engineering competence, but it can certainly help fuel the belief that you’re going to find a solution. And that’s important.”

“My father was a really good craftsman – he was a silversmith – so I grew up understanding how things were made. That’s something that’s easy to take for granted, but everything that has been made has been thought about, designed, and I think that growing up with an appreciation of the nature of objects was hugely influential to me.”