Simplicity Is Not The Absence

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

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

What I Love About The Creative Process, And This May Sound Naive, But It Is This Idea That One Day There Is No Idea, And No Solution, But The Next Day There Is An Idea. I Find That Incredibly Exciting And Conceptually Actually Remarkable.

That's Just Tragic, That You Can Spend Four Years Of Your Life Studying The Design Of Three Dimensional Objects And Not Make One.

In Our Quest To Quickly Make Three-dimensional Objects, We Can Miss Out On The Experience Of Making Something That Helps Give Us Our First Understandings Of Form And Material, Of The Way A Material Behaves--'i Press Too Hard Here, And It Breaks Here' And So On. Some Of The Digital Rendering Tools Are Impressive, But It's Important That People Still Really Try And Figure Out A Way Of Gaining Direct Experience With The Materials.