To do something innovative means that you reject reason.

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

We don't do focus groups - that is the job of the designer.

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

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.

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

To do something innovative means that you reject reason.