Aside from being a stand-up guy and East End success story, Apple design chief Sir Jony Ive is also one of the most successful and admired designers in the world, with a hand in the creation of almost all of Apple's key hardware products of the past decade and a half, and some of its best software too.
And as well as that, he is brilliant at explaining his design philosophy in trippy, zenlike soundbites. One of the highlights of an Apple launch is finding out that Sir Jony has done another video.
Here, then, are our 13 favourite Jony Ive quotes: his most mind-bending and zenlike philosophical musings.
Use the slideshow controls above and right to read the quotes and see more photos of Jony and his design work for Apple.