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

I think subconsciously people are remarkably discerning. I think that they can sense care.

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.

Designing and developing anything of consequence is incredibly challenging.

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.

Simplicity is really hard.

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.