It's very easy to be different, but very difficult to be better.

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

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

We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

When something exceeds your ability to understand how it works, it sort of becomes magical.

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.

Titles or organizational structures, that’s not the lens through which we see our peers.