Jonathan Ive

"I think theres almost a belligerence - people are frustrated with their manufactured environment. We tend to assume the problem is with us, and not with the products were trying to use. In other words, when our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole."

"We have always thought about design as being so much more than just the way something looks. Its the whole thing: the way something works on so many different levels. Ultimately, of course, design defines so much of our experience."

"The memory of how we work will endure beyond the products of our work."

"Very often design is the most immediate way of defining what products become in peoples minds."

"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 wasnt just about making money."

"Theres an applied style of being minimal and simple, and then theres real simplicity. This looks simple, because it really is."

"The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function."

"Its sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care. Thats an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities."

"Being superficially different is the goal of so many of the products we see . . . rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better."

"To create something thats genuinely new, you have to start again, and I think with great intent, you disconnect from the past."

"I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. Its about bringing order to complexity."

"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."