Apple's Goal Isn't To Make Money. Our

A Small Change At The Beginning Of The Design Process Defines An Entirely Different Product At The End.

What We Don't Include Is As Important As What We Do Include.

The Best Design Explicitly Acknowledges That You Cannot Disconnect The Form From The Material - The Material Informs The Form.

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

The Design Process Is About Designing And Prototyping And Making. When You Separate Those, I Think The Final Result Suffers.