Somewhere Between The Janitor And

You‘ve Got To Start With The Customer Experience And Work Back Toward The Technology - Not The Other Way Around.

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.

Older People Sit Down And Ask, 'what Is It?' But The Boy Asks, 'what Can I Do With It?'.

I Think This Is The Start Of Something Really Big. Sometimes That First Step Is The Hardest One, And We've Just Taken It.

When I Hire Somebody Really Senior, Competence Is The Ante. They Have To Be Really Smart. But The Real Issue For Me Is, Are They Going To Fall In Love With Apple? Because If They Fall In Love With Apple, Everything Else Will Take Care Of Itself. They'll Want To Do What's Best For Apple, Not What's Best For Them, What's Best For Steve, Or Anybody Else.