The Goal Of Apple Is Not To

People's Interest Is In The Product, Not In Its Authorship.

We Don't Do Focus Groups - That Is The Job Of The Designer.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

I Figured Out Some Basic Stuff: That Form And Colour Defines Your Perception Of The Nature Of An Object, Whether Or Not It Is Intended To.

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.