We Don't Do Focus Groups - That

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

There's No Other Product That Changes Function Like The Computer.