A beautiful product that doesn't work very well is ugly.

The goal of Apple is not to make money but to make really nice products, really great products.

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

I think subconsciously people are remarkably discerning. I think that they can sense care.

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

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

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