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

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

The word design is everything and nothing. The design and the product itself are inseparable.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

It's very easy to make something that is new. So we are trying to make things that are better.