There Are 9 Rejected Ideas

The Best Design Explicitly Acknowledges That You Cannot Disconnect The Form From The Material - The Material Informs The Form.

It Became An Exercise To Reduce And Reduce, But It Makes It Easier To Build An Easier For People To Work With.

Perhaps I'd Like To Design Cars, But I Don't Think I'd Be Much Good At It.

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.