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 … - Jony Ive

To create something that's genuinely new, you have to start again, and I think with great intent, you disconnect from the past.

Paying attention to what’s happened historically actually helps give you some faith that you are going to find a solution. Faith isn’t a surrogate for engineering competence, but it can certainly help fuel the belief that you’re going to find a solution. And that’s important.

It's sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care. That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.