The word design is everything and nothing. The design and the product itself are inseparable.

Simplicity is not the absence of clutter.

Apple stood for something and had a reason for being that wasn't just about making money.

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?

Titles or organizational structures, that’s not the lens through which we see our peers.

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

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.