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

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.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

In our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first understandings of form and material, of the way a material behaves--'I press too hard here, and it breaks here' and so on. Some of the digital rendering tools are impressive, but it's important that people still really try and figure out a way of gaining direct experience with the materials.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

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