We're very genuinely designing the best products that we can for people.
It's very easy to be different, but very difficult to be better.
The goal of Apple is not to make money but to make really nice products, really great products.
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.
There are 9 rejected ideas for every idea that works.
What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.