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

To do something innovative means that you reject reason.

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

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?

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

There are 9 rejected ideas for every idea that works.

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.