A lot of what we are doing is getting design out of the way.
I think subconsciously people are remarkably discerning. I think that they can sense care.
If you are truly innovating, you don't have a prototype you can refer to.
Simplicity is really hard.
Goal we've always had for design at Apple is to create solutions that are inevitable.
If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.