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.

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.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

It's very easy to make something that is new. So we are trying to make things that are better.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

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