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

Very often design is the most immediate way of defining what products become in people's minds.

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

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

There are 9 rejected ideas for every idea that works.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

The absence of clutter is just a clutter-free product. That's not simple.