"I don't do chat-up lines. Girls often tell me I'm cheeky. Being cheeky seems to work OK for me."

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The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

— Jonathan Ive