The Most Important Thing Is

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.

It's Just Easier To Talk About Product Attributes That You Can Measure With A Number. Focus On Price, Screen Size, That's Easy. But There's A More Difficult Path, And That's To Make Better Products, Ones Where Maybe You Can't Measure Their Value Empirically.

I’m Always Focussed On The Actual Work, And I Think That’s A Much More Succinct Way To Describe What You Care About Than Any Speech I Could Ever Make.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

To Design Something Really New And Innovative You Have To Reject Reason.