As a kid, I remember taking apart whatever I could get my hands on.

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

There's no other product that changes function like the computer.

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

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

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.

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