Simplicity is not the absence of clutter.

We don't do focus groups - that is the job of the designer.

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

I discovered at an early age that all I've ever wanted to do is design.

We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.

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

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