A lot of what we are doing is getting design out of the way.

It feels like each time we are beginning at the beginning, in a really exciting way.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

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

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

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

It's very easy to make something that is new. So we are trying to make things that are better.