Jonathan Ive

“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.”

“Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate.”

“The nature of having ideas and creativity is incredibly inspiring.”

“There are some shocking cars on the road.”

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

“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.”

“Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.”

“Once, even the simple metal needle challenged the conventional thinking of a time.”

“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.”

“When something exceeds your ability to understand how it works, it sort of becomes magical.”

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

“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.”

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

“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?!”

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

“So much of my background is about making: physically doing it myself.”

“I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.”

“We shouldn't be afraid to fail- if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.”

“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.”

“It's great if you can find what you love to do. Finding it is one thing, but then to be able to practise that and be preoccupied with that is another.”