You Have To Deeply Understand The Essence

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.

Simplicity Is Really Hard.

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 I Love About The Creative Process, And This May Sound Naive, But It Is This Idea That One Day There Is No Idea, And No Solution, But The Next Day There Is An Idea. I Find That Incredibly Exciting And Conceptually Actually Remarkable.

There's No Other Product That Changes Function Like The Computer.