Very Often Design Is The

True Simplicity Is, Well, You Just Keep On Going And Going Until You Get To The Point Where You Go... Yeah, Well, Of Course.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

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.

As Consumers We Are Incredibly Discerning, We Sense Where Has Been Great Care In The Design, And When There Is Cynicism And Greed.

It's One Of The Curses Of Designing That When You Look At Anything, You're Constantly Thinking, Why? Why - Why Was It Designed Like That, And Not Like This?