When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.

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

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

As a kid, I remember taking apart whatever I could get my hands on.

It's very easy to make something that is new. So we are trying to make things that are better.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.