The quest for simplicity has to pervade every part of the process. It really is fundamental.

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

We're very genuinely designing the best products that we can for people.

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

Its difficult to do something radically new, unless you are at the heart of a company.

A small change at the beginning of the design process defines an entirely different product at the end.

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