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.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. 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.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

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.

We try to solve very complicated problems without letting people know how complicated the problem was.