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.

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

Simplification is one of the most difficult things to do.

We try to solve very complicated problems without letting people know how complicated the problem was.

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

Goal we've always had for design at Apple is to create solutions that are inevitable.

Designing and developing anything of consequence is incredibly challenging.