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

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

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

It feels like each time we are beginning at the beginning, in a really exciting way.

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

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

What we don't include is as important as what we do include.