Apple Stood For Something And Had A

Perhaps I'd Like To Design Cars, But I Don't Think I'd Be Much Good At It.

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.

What We Make Testifies Who We Are. People Can Sense Care And Can Sense Carelessness.

If Something Is Not Good Enough, Stop Doing It.

So Much Of What We Try To Do Is Get To A Point Where The Solution Seems Inevitable: You Know, You Think "of Course It's That Way, Why Would It Be Any Other Way?" It Looks So Obvious, But That Sense Of Inevitability In The Solution Is Really Hard To Achieve.