It Feels Like Each Time We Are

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products.

Really Great Design Is Hard. Good Is The Enemy Of Great.

It's Very Easy To Be Different, But Very Difficult To Be Better.

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.

A Small Change At The Beginning Of The Design Process Defines An Entirely Different Product At The End.