So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.

If you truly have a passion for what you do, you will care even about the parts unseen.

for Steve, less is always more, simpler is always better. Therefore, if you can build a glass box with fewer elements, it’s better, it’s simpler, and it’s at the forefront of technology. That’s where Steve likes to be, in both his products and his stores.

I think when money starts to corrupt journalism, it undermines the journalism, and it undermines the credibility of the product, and you end up not succeeding.

Steve has a reality distortion field.” When Hertzfeld looked puzzled, Tribble elaborated. “In his presence, reality is malleable. He can convince anyone of practically anything. It wears off when he’s not around, but it makes it hard to have realistic schedules.

One of the strongest motives that leads men to art and science is escape from everyday life with its painful crudity and hopeless dreariness. Such men make this cosmos and its construction the pivot of their emotional life, in order to find the peace and security which they cannot find in the narrow whirlpool of personal experience.

Sometimes, to relieve stress, he would soak his feet in the toilet, a practice that was not as soothing for his collegues.