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

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.

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

Apple's Jony Ive describes his "fanatical" approach to design in new interview

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.