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.

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

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?

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

It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be faithful to your gift and very confident in its value.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

Goal we've always had for design at Apple is to create solutions that are inevitable.