I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

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

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

It's very easy to make something that is new. So we are trying to make things that are better.

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

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.