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.

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

Titles or organizational structures, that’s not the lens through which we see our peers.

The absence of clutter is just a clutter-free product. That's not simple.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.