There are 9 rejected ideas for every idea that works.

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

If you are truly innovating, you don't have a prototype you can refer to.

The absence of clutter is just a clutter-free product. That's not simple.

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.

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.

Very often design is the most immediate way of defining what products become in people's minds.