There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought.

There is beauty when something works and it works intuitively.

The form of computers has never been important, with speed and performance being the only things that mattered.

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.

It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage.

There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.

Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.

One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together.

There's no learning without trying lots of ideas and failing lots of times.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

I discovered at an early age that all I've ever wanted to do is design.

'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.

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.

Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures.

I like to work in a small team. There is only 18 of us on the design team. Nobody has ever left.

When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.

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

My focus is incredibly narrow. I can't talk with any authority other than design and development of product.

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.

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.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

All I've ever wanted to do is design and make; it's what I love doing.

Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected.

To design something really new and innovative you have to reject reason.

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