I Left London In 1992, But I'm

It's Just Easier To Talk About Product Attributes That You Can Measure With A Number. Focus On Price, Screen Size, That's Easy. But There's A More Difficult Path, And That's To Make Better Products, Ones Where Maybe You Can't Measure Their Value Empirically.

The Design Process Is About Designing And Prototyping And Making. When You Separate Those, I Think The Final Result Suffers.

What I Love About The Creative Process, And This May Sound Naive, But It Is This Idea That One Day There Is No Idea, And No Solution, But The Next Day There Is An Idea. I Find That Incredibly Exciting And Conceptually Actually Remarkable.

I Am Keenly Aware That I Benefit From A Wonderful Tradition In The Uk Of Designing And Making.

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.