Simplification is one of the most difficult things to do.

One thing most people don't know is that Steve Jobs is an exceptional designer.

When something exceeds your ability to understand how it works, it sort of becomes magical.

To design something really new and innovative you have to reject reason.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

Very often design is the most immediate way of defining what products become in people's minds.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.