Our Goal Is To Make

You've Got To Start With The Customer Experience And Work Backwards To The Technology. You Can't Start With The Technology And Try To Figure Out Where You're Going To Sell It.

Simplicity Is The Ultimate Sophistication. It Takes A Lot Of Hard Work To Make Something Simple, To Truly Understand The Underlying Challenges And Come Up With Elegant Solutions. [...] It's Not Just Minimalism Or The Absence Of Clutter. It Involves Digging Through The Depth Of Complexity. To Be Truly Simple, You Have To Go Really Deep. [...] 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.

All The Work I've Done In My Life Will Be Obsolete By The Time I'm Fifty.

Right Now The New Is You, But Someday Not Too Long From Now, You Will Gradually Become The Old And Be Cleared Away. Sorry To Be So Dramatic, But It Is Quite True.

I Think Pcs Are Going To Be Like Trucks. Less People Will Need Them. And This Is Going To Make Some People Uneasy.