The Goal Of Apple Is Not To

Simplicity Is Not The Absence Of Clutter, That's A Consequence Of Simplicity. Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product. The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

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.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.

When Something Exceeds Your Ability To Understand How It Works, It Sort Of Becomes Magical.

I Discovered At An Early Age That All I've Ever Wanted To Do Is Design.