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

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

The best ideas start as conversations.

Really great design is hard. Good is the enemy of great.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

Goal we've always had for design at Apple is to create solutions that are inevitable.

Designing and developing anything of consequence is incredibly challenging.