We Shouldn't Be Afraid To

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

There's No Other Product That Changes Function Like The Computer.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.