I Think Subconsciously People Are Remarkably Discerning.

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.

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

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

We Try To Solve Very Complicated Problems Without Letting People Know How Complicated The Problem Was.

It Became An Exercise To Reduce And Reduce, But It Makes It Easier To Build An Easier For People To Work With.