When something exceeds your ability to understand how it works, it sort of becomes magical.

Very often design is the most immediate way of defining what products become in people's minds.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

The goal of Apple is not to make money but to make really nice products, really great products.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

There are a thousand no's for every yes.

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.