We Don't Do Focus Groups - That

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

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.

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

That's An Interesting Thing About An Object. One Object Speaks Volumes About The Company That Produced It And Its Values And Priorities.