The Word Design Is Everything And Nothing.

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.

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

I Think It’s A Wonderful View That Care Was Important – But I Think You Can Make A One-off And Not Care And You Can Make A Million Of Something And Care. Whether You Really Care Or Not Is Not Driven By How Many Of The Products You’re Going To Make.

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.

If You're Not Trying To Do Something Better, Then You're Not Focused On The Customer And You'll Miss The Possibility Of Making Your Business Great.