As A Kid, I Remember

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

As Consumers We Are Incredibly Discerning, We Sense Where Has Been Great Care In The Design, And When There Is Cynicism And Greed.

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

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

We're Very Genuinely Designing The Best Products That We Can For People.