If something is not good enough, stop doing it.

We shouldn't be afraid to fail- if we are not failing we are not pushing.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

Simplicity is not the absence of clutter.

A small change at the beginning of the design process defines an entirely different product at the end.