“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.”

“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.”

“One person's car is another person's scenery.”

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

“I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.”

“There is beauty when something works and it works intuitively.”

“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.”

“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.”

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

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

“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.”

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