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.

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

Really great design is hard. Good is the enemy of great.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

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