There's no learning without trying lots of ideas and failing lots of times.

I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.

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

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

There's no other product that changes function like the computer.

I think subconsciously people are remarkably discerning. I think that they can sense care.