People's interest is in the product, not in its authorship.

Simplicity is somehow essentially describing the purpose and place of an object and product.

It's very easy to be different, but very difficult to be better.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

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.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

We shouldn't be afraid to fail- if we are not failing we are not pushing.