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.

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.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

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

A beautiful product that doesn't work very well is ugly.

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

Simplification is one of the most difficult things to do.