My role is to find strategic insights as to where design can have the most business impact. A designer can bring a viewpoint of not just aesthetics, but economics and usage.

Apple products aren't simple technologies by any stretch, but there is a beautiful simplicity to them.

With regard to what is designed really well, I think people are the best-designed objects in the world. Seriously.

I don't like creating software anymore. It's too exact. It's like karate; there's no room for error.

Creativity's about ownership.

Technological advances have always been driven more by a mind-set of 'I can' than 'I should' Technologists love to cram maximum functionality into their products. That's 'I can' thinking, which is driven by peer competition and market forces But this approach ignores the far more important question of how the consumer will actually use the device focus on what we should be doing, not just what we can.

The simplest way to achieve simplicity is through thoughtful reduction.