There's no other product that changes function like the computer.
I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make.
Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.
Perhaps I'd like to design cars, but I don't think I'd be much good at it.
A small change at the beginning of the design process defines an entirely different product at the end.
I discovered at an early age that all I've ever wanted to do is design.
When something exceeds your ability to understand how it works, it sort of becomes magical.
'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.
As a kid, I remember taking apart whatever I could get my hands on.
It's difficult to do something radically new, unless you are at the heart of a company.
If something is not good enough, stop doing it.
I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.
That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think - very importantly - its potential.
It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption.
Manufactured objects testify to who made them; they describe values.
When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely.
So much of my background is about making: physically doing it myself.
Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.
Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.
My focus is incredibly narrow. I can't talk with any authority other than design and development of product.
Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.
We try to develop products that seem somehow inevitable, that leave you with the sense that that's the only possible solution that makes sense.
To design something really new and innovative you have to reject reason.
All I've ever wanted to do is design and make; it's what I love doing.
We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.
One person's car is another person's scenery.
There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.
