If You Are Truly Innovating,

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

Objects And Their Manufacture Are Inseparable, You Understand A Product If You Understand How It's Made.

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.

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

Different And New Is Relatively Easy. Doing Something Thats Genuinely Better Is Very Hard.