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.
Really great design is hard. Good is the enemy of great.
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.
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.
Simplicity is somehow essentially describing the purpose and place of an object and product.
There are 9 rejected ideas for every idea that works.
We shouldn't be afraid to fail- if we are not failing we are not pushing.
Different and new is relatively easy. Doing something thats genuinely better is very hard.
Goal we've always had for design at Apple is to create solutions that are inevitable.
True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
The nature of having ideas and creativity is incredibly inspiring.
Very often design is the most immediate way of defining what products become in people's minds.
We don't do focus groups - that is the job of the designer.
A lot of what we are doing is getting design out of the way.
What we don't include is as important as what we do include.
Designing and developing anything of consequence is incredibly challenging.
To design something really new and innovative you have to reject reason.
The word design is everything and nothing. The design and the product itself are inseparable.
The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.
If something is not good enough, stop doing it.
