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.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

When something exceeds your ability to understand how it works, it sort of becomes magical.

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.

The absence of clutter is just a clutter-free product. That's not simple.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

Simplification is one of the most difficult things to do.