It Feels Like Each Time We Are

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?

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.

The Word Design Is Everything And Nothing. The Design And The Product Itself Are Inseparable.

Simplicity Is Not The Absence Of Clutter.

There Are 9 Rejected Ideas For Every Idea That Works.