I Discovered At An Early Age That

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.

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.

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.

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. It's Unfair To Ask People Who Don't Have A Sense Of The Opportunities Of Tomorrow From The Context Of Today To Design.