One thing most people don't know is that Steve Jobs is an exceptional designer.

We shouldn't be afraid to fail- if we are not failing we are not pushing.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

In our quest to quickly make three-dimensional objects, we can miss out on the experience of making something that helps give us our first understandings of form and material, of the way a material behaves--'I press too hard here, and it breaks here' and so on. Some of the digital rendering tools are impressive, but it's important that people still really try and figure out a way of gaining direct experience with the materials.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

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

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.