To design something really new and innovative you have to reject reason.

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

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

A beautiful product that doesn't work very well is ugly.

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

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