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

We're very genuinely designing the best products that we can for people.

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

A small change at the beginning of the design process defines an entirely different product at the end.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.