Very Often Design Is The Most Immediate

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

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

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.

Simplicity Is Really Hard.

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