Perhaps I'd Like To Design Cars, But

And I Said Couldn't We Be More Moderate? And He Said Why? And I Said Because I Care About The Team. And He Said, 'no Jony, You're Just Really Vain. You Just Want People To Like You. I'm Surprised At You, Because I Thought You Really Held The Work Up As The Most Important And Not How You Are Perceived By People.' People Misunderstand Steve Because He Was So Focused.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

Our Goal Is To Try To Bring A Calm And Simplicity To What Are Incredibly Complex Problems So That You're Not Aware Really Of The Solution.

True Simplicity Is, Well, You Just Keep On Going And Going Until You Get To The Point Where You Go... Yeah, Well, Of Course.

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.