The nature of having ideas and creativity is incredibly inspiring.

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

There are 9 rejected ideas for every idea that works.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

If something is not good enough, stop doing it.

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

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