One Of The Hallmarks Of The Team

To Do Something Innovative Means That You Reject Reason.

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.

As Consumers We Are Incredibly Discerning, We Sense Where Has Been Great Care In The Design, And When There Is Cynicism And Greed.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.