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

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.

We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

We try to solve very complicated problems without letting people know how complicated the problem was.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

There are a thousand no's for every yes.

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