What we don't include is as important as what we do include.

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

We try to solve very complicated problems without letting people know how complicated the problem was.

The goal of Apple is not to make money but to make really nice products, really great products.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

Simplicity is not the absence of clutter.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.