The Goal Of Apple Is Not To

It Became An Exercise To Reduce And Reduce, But It Makes It Easier To Build An Easier For People To Work With.

What I Love About The Creative Process, And This May Sound Naive, But It Is This Idea That One Day There Is No Idea, And No Solution, But The Next Day There Is An Idea. I Find That Incredibly Exciting And Conceptually Actually Remarkable.

As A Kid, I Remember Taking Apart Whatever I Could Get My Hands On.

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

If Something Is Not Good Enough, Stop Doing It.