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

I left London in 1992, but I'm there 3-4 times a year, and love visiting.

Simplicity is not the absence of clutter.

It's very easy to make something that is new. So we are trying to make things that are better.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

The nature of having ideas and creativity is incredibly inspiring.

Different and new is relatively easy. Doing something thats genuinely better is very hard.