It's very easy to be different, but very difficult to be better.
The absence of clutter is just a clutter-free product. That's not simple.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
There are 9 rejected ideas for every idea that works.
Apple's Jony Ive describes his "fanatical" approach to design in new interview