I Discovered At An Early Age That

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

I Left London In 1992, But I'm There 3-4 Times A Year, And Love Visiting.

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

Designing And Developing Anything Of Consequence Is Incredibly Challenging.

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.