The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a signific… - Jony Ive

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.

Very often design is the most immediate way of defining what products become in people's minds.

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.