Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

Designing and developing anything of consequence is incredibly challenging.

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

There are 9 rejected ideas for every idea that works.

Titles or organizational structures, that’s not the lens through which we see our peers.