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

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

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 just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

What we don't include is as important as what we do include.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?