If you are truly innovating, you don't have a prototype you can refer to.
It's difficult to do something radically new, unless you are at the heart of a company.
What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn't actually mean there's any virtue to doing it that way at all.
We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.
One person's car is another person's scenery.
Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.
Manufactured objects testify to who made them; they describe values.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.
