If You Are Truly Innovating, You Don't

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

There Are A Thousand No's For Every Yes.