Really Great Design Is Hard. Good Is

I Think Subconsciously People Are Remarkably Discerning. I Think That They Can Sense Care.

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.