It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

Simplicity is not the absence of clutter.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

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

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.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.