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

Simplification is one of the most difficult things to do.

Very often design is the most immediate way of defining what products become in people's minds.

As a kid, I remember taking apart whatever I could get my hands on.

Apple stood for something and had a reason for being that wasn't just about making money.

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

Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobs’] preoccupation. His observation was that the products weren’t good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.