I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

People's interest is in the product, not in its authorship.

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.

Designing and developing anything of consequence is incredibly challenging.

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

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.