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

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.

There's no learning without trying lots of ideas and failing lots of times.

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

What we make testifies who we are. People can sense care and can sense carelessness.

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