We Try To Solve Very Complicated Problems

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

There Is Beauty When Something Works And It Works Intuitively.

One Thing Most People Don't Know Is That Steve Jobs Is An Exceptional Designer.