It Became An Exercise To

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.

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

The Memory Of How We Work Will Endure Beyond The Products Of Our Work.

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

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.