There Are 9 Rejected Ideas For Every

Designing And Developing Anything Of Consequence Is Incredibly Challenging.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

Really Great Design Is Hard. Good Is The Enemy Of Great.

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