Jonathan Ive

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.

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.

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.

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.

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.

It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

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

Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.

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

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

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

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.