What we make testifies who we are. People can sense care and can sense carelessness.

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

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

When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.

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 are 9 rejected ideas for every idea that works.

Simplicity is somehow essentially describing the purpose and place of an object and product.