The Goal Of Apple Is Not To

When Our Tools Are Broken, We Feel Broken. And When Somebody Fixes One, We Feel A Tiny Bit More Whole.

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.

There Is Beauty When Something Works And It Works Intuitively.

I Discovered At An Early Age That All I've Ever Wanted To Do Is Design.

There's An Applied Style Of Being Minimal And Simple, And Then There's Real Simplicity. This Looks Simple, Because It Really Is.