True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

Simplification is one of the most difficult things to do.

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

We say no to a lot of things so we can invest an incredible amount of care on what we do.

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.

I discovered at an early age that all I've ever wanted to do is design.

The goal of Apple is not to make money but to make really nice products, really great products.