It's very easy to be different, but very difficult to be better.
Simplification is one of the most difficult things to do.
There's no learning without trying lots of ideas and failing lots of times.
The best ideas start as conversations.
There is beauty when something works and it works intuitively.
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.
I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
To do something innovative means that you reject reason.
There are a thousand no's for every yes.
If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
Simplicity is not the absence of clutter.
Really great design is hard. Good is the enemy of great.
You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
People's interest is in the product, not in its authorship.
It's very easy to make something that is new. So we are trying to make things that are better.
We try to solve very complicated problems without letting people know how complicated the problem was.
A beautiful product that doesn't work very well is ugly.
When something exceeds your ability to understand how it works, it sort of becomes magical.
The most important thing is that you actually care, that you do something to the very best of your ability
Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
I think subconsciously people are remarkably discerning. I think that they can sense care.
Apple stood for something and had a reason for being that wasn't just about making money.
What we make testifies who we are. People can sense care and can sense carelessness.
If you are truly innovating, you don't have a prototype you can refer to.
We're very genuinely designing the best products that we can for people.
