Goal We've Always Had For Design At

The Word Design Is Everything And Nothing. The Design And The Product Itself Are Inseparable.

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

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

Simplicity Is Really Hard.

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