'Mr or Mrs Average' unfortunately won't get it." "But, really, hats off to Apple. They have the confidence that there is a significant enough difference in that product. And there really is. I can guarantee that it is really significantly different, and the difference for me really is quantifiable," said Newson. "I know how the thing is built. I know how it is made. There are not many things out there that are constructed in the way [the iPhone] is constructed." "The trouble is, the better something is made, the less noise it makes. The less people understand. The simpler something is, the more complex it is," said Newson. "Not many people understand about tolerance, for example. What it means. The kinds of tolerances; or the gaps, in other words. When you compare that to another product, for me it is a world of difference. It's kind of like comparing a Skoda to a Rolls Royce. Maybe that's not a good example. But, you know, to a very cheap car." "Any designer cannot but respect what Apple has done, and the influence they have had on our lives." Earlier, in the on stage discussion, Newson alluded to his support for Apple in their copyright battles with Samsung, having faced his own battles to stop others copying his work. When asked whether Apple was a company resurrected through design, Newson had no hesitation. "Completely. 100 per cent. That is, ultimately, kind of the power of design. The proof is there. It