Simplicity is really hard.

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

To do something innovative means that you reject reason.

Apple stood for something and had a reason for being that wasn't just about making money.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

The word design is everything and nothing. The design and the product itself are inseparable.

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.