I discovered at an early age that all I've ever wanted to do is design.

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

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

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.