The Best Ideas Start As Conversations.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!

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

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.

Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product.