The emphasis and value on ideas and original thinking is an innate part of British culture, and in many ways, that describes the traditions of design.

"Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence."

Jonathan Ive

"Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?!"

Jonathan Ive