What we don't include is as important as what we do include.
It's very easy to be different, but very difficult to be better.
But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.
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.
That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.