There Are 9 Rejected Ideas For Every

There Are 9 Rejected Ideas For Every Idea That Works.

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

Its Difficult To Do Something Radically New, Unless You Are At The Heart Of A Company.

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

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.