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.

I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.

I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make.

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

Goal we've always had for design at Apple is to create solutions that are inevitable.