My Father Was A Very Good Craftsman.

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.

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

Design Is A Word That's Come To Mean So Much That It's Also A Word That Has Come To Mean Nothing.

One Of The Hallmarks Of The Team Is This Sense Of Looking To Be Wrong. It's The Inquisitiveness, And Sense Of Exploration. It's About Being Excited To Be Wrong, Because Then You've Discovered Something New.

We Don't Do Focus Groups - That Is The Job Of The Designer.