What We Don't Include Is As Important

We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.

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

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