Apple's Goal Isn't To Make Money. Our

The Best Ideas Start As Conversations.

Simplification Is One Of The Most Difficult Things To Do.

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.

It's Just Easier To Talk About Product Attributes That You Can Measure With A Number. Focus On Price, Screen Size, That's Easy. But There's A More Difficult Path, And That's To Make Better Products, Ones Where Maybe You Can't Measure Their Value Empirically.

The Design Process Is About Designing And Prototyping And Making. When You Separate Those, I Think The Final Result Suffers.