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

We say no to a lot of things so we can invest an incredible amount of care on what we do.

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

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

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

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