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

The most important thing is that you actually care, that you do something to the very best of your ability

To design something really new and innovative you have to reject reason.

We don't do focus groups - that is the job of the designer.

To do something innovative means that you reject reason.

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.

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.