It Feels Like Each Time We Are

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

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

I Figured Out Some Basic Stuff: That Form And Colour Defines Your Perception Of The Nature Of An Object, Whether Or Not It Is Intended To.

Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product.

People's Interest Is In The Product, Not In Its Authorship.