There are 9 rejected ideas for every idea that works.

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.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

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

Simplicity is really hard.

That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.