The Best Ideas Start As

We Try To Solve Very Complicated Problems Without Letting People Know How Complicated The Problem Was.

It Feels Like Each Time We Are Beginning At The Beginning, In A Really Exciting Way.

And I Said Couldn't We Be More Moderate? And He Said Why? And I Said Because I Care About The Team. And He Said, 'no Jony, You're Just Really Vain. You Just Want People To Like You. I'm Surprised At You, Because I Thought You Really Held The Work Up As The Most Important And Not How You Are Perceived By People.' People Misunderstand Steve Because He Was So Focused.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.