If You Are Truly Innovating, You Don't

I’m Always Focussed On The Actual Work, And I Think That’s A Much More Succinct Way To Describe What You Care About Than Any Speech I Could Ever Make.

It Feels Like Each Time We Are Beginning At The Beginning, In A Really Exciting Way.

To Design Something Really New And Innovative You Have To Reject Reason.

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.