We Don't Do Focus Groups

Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product.

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?

We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

It's Actually A Rare And Precious Thing To Discover What It Is You Love To Do, And I Encourage You To Remain Unapologetically Consumed By It. Be Faithful To Your Gift And Very Confident In Its Value.

Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!