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

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

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

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

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.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.