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

A lot of what we are doing is getting design out of the way.

Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

Simplicity is not the absence of clutter.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

Very often design is the most immediate way of defining what products become in people's minds.