To Design Something Really New And Innovative

What We Don't Include Is As Important As What We Do Include.

There Are A Thousand No's For Every Yes.

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.

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.