The Goal Of Apple Is

I Figured Out Some Basic Stuff: That Form And Colour Defines Your Perception Of The Nature Of An Object, Whether Or Not It Is Intended To.

True Simplicity Is, Well, You Just Keep On Going And Going Until You Get To The Point Where You Go... Yeah, Well, Of Course.

I Am Keenly Aware That I Benefit From A Wonderful Tradition In The Uk Of Designing And Making.

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

So Much Of What We Try To Do Is Get To A Point Where The Solution Seems Inevitable: You Know, You Think "of Course It's That Way, Why Would It Be Any Other Way?" It Looks So Obvious, But That Sense Of Inevitability In The Solution Is Really Hard To Achieve.