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

To design something really new and innovative you have to reject reason.

The nature of having ideas and creativity is incredibly inspiring.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

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

My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.