The Goal Of Apple Is Not To

To Design Something Really New And Innovative You Have To Reject Reason.

The Best Design Explicitly Acknowledges That You Cannot Disconnect The Form From The Material - The Material Informs The Form.

Being Superficially Different Is The Goal Of So Many Of The Products We See... Rather Than Trying To Innovate And Genuinely Taking The Time, Investing The Resources And Caring Enough To Try And Make Something Better.

But One Of The Things That Really Irritates Me In Products Is When I'm Aware Of Designers Wagging Their Tails In My Face.

We Try To Solve Very Complicated Problems Without Letting People Know How Complicated The Problem Was.