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

The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

A small change at the beginning of the design process defines an entirely different product at the end.

I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

Really great design is hard. Good is the enemy of great.