The Computer Industry Is Creatively Bankrupt.

Simplicity Is Not The Absence Of Clutter.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

We’re Surrounded By Anonymous, Poorly Made Objects. It’s Tempting To Think It’s Because The People Who Use Them Don’t Care - Just Like The People Who Make Them. But What We’ve Shown Is That People Do Care. It’s Not Just About Aesthetics. They Care About Things That Are Thoughtfully Conceived And Well Made. We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

When Something Exceeds Your Ability To Understand How It Works, It Sort Of Becomes Magical.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.