Goal We've Always Had For Design At

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

Our Goal Is To Try To Bring A Calm And Simplicity To What Are Incredibly Complex Problems So That You're Not Aware Really Of The Solution.

I Left London In 1992, But I'm There 3-4 Times A Year, And Love Visiting.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?