Simplicity is not the absence of clutter.

The word design is everything and nothing. The design and the product itself are inseparable.

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

Simplicity is really hard.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

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.

What we make testifies who we are. People can sense care and can sense carelessness.