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

We say no to a lot of things so we can invest an incredible amount of care on what we do.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

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

Simplicity is not the absence of clutter.