So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

Apple stood for something and had a reason for being that wasn't just about making money.

Simplicity is somehow essentially describing the purpose and place of an object and product.

There are 9 rejected ideas for every idea that works.

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.

A small change at the beginning of the design process defines an entirely different product at the end.

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.