It feels like each time we are beginning at the beginning, in a really exciting way.

It feels like each time we are beginning at the beginning, in a really exciting way.

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

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

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

The word design is everything and nothing. The design and the product itself are inseparable.

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