Apple was a pioneer in merging technology and design, especially with the iPod, setting a standard for consumer electronics that we aimed to follow.

Apple bought NeXT, and the technology we developed there is at the heart of Apple's current renaissance.

Steve Jobs' products, like the iPhone and iPod, went through many iterations before reaching their well-known versions, demonstrating the importance of refining a product over time.

I then partnered with a friend to build products for the iPhone, inspired by the potential of the new technology.

I love to observe magic in product design, and I experienced a seamless connection between my computer and iPad that felt like magic.

I see ourselves at the intersection of crafted innovation and engineering, creating products that enhance users' lives through technology.

We decided to create our own hardware device instead of licensing our technology, believing we could do it better ourselves. Building consumer hardware as a startup was considered totally insane in the early 2000s, with very few successful examples to follow.

During my time at art school in England, I encountered terrible computers that made me feel technically incapable. However, discovering the Macintosh was a relief; it was straightforward to use and revealed the care taken in its design, which sparked my interest in the values behind product creation.

Our observation was that we had been doing a lot of abstract explorations into multi-touch technology before we could create a flat, user-friendly device. When designing products, we realized that most devices required a tradeoff between small buttons and small displays, which made them difficult to use. Our approach allowed for a larger display without compromising on button functionality, enabling contextual buttons that could be larger or smaller based on the app's needs.