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

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

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

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

There's no other product that changes function like the computer.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

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