Its Difficult To Do Something

Simplicity Is Really Hard.

Really Great Design Is Hard. Good Is The Enemy Of Great. Competent Design Is Not Too Much Of A Stretch. But If You Are Trying To Do Something New, You Have Challenges On So Many Axes.

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

We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.