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Titles or organizational structures, that’s not the lens through which we see our peers.
Apple stood for something and had a reason for being that wasn't just about making money.
We say no to a lot of things so we can invest an incredible amount of care on what we do.
I think subconsciously people are remarkably discerning. I think that they can sense care.
Different and new is relatively easy. Doing something thats genuinely better is very hard.
When something exceeds your ability to understand how it works, it sort of becomes magical.
It never ceases to amaze me what it takes to develop and bring to mass production a product.
Simplicity is somehow essentially describing the purpose and place of an object and product.
The quest for simplicity has to pervade every part of the process. It really is fundamental.
The word design is everything and nothing. The design and the product itself are inseparable.
It's very easy to make something that is new. So we are trying to make things that are better.
Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard.
I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
Very often design is the most immediate way of defining what products become in people's minds.
The goal of Apple is not to make money but to make really nice products, really great products.
Design is a word that's come to mean so much that it's also a word that has come to mean nothing.
'Design' is a word that's come to mean so much that it's also a word that has come to mean nothing.
Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.
I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.
We try to solve very complicated problems without letting people know how complicated the problem was.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.
A small change at the beginning of the design process defines an entirely different product at the end.
Objects and their manufacture are inseparable, you understand a product if you understand how it's made.
Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
The most important thing is that you actually care, that you do something to the very best of your ability
My focus is incredibly narrow. I can't talk with any authority other than design and development of product.
It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
Even in high school, I was keenly aware of this remarkable tradition that the U.K. had of designing and making.
When you do everything to make the very best product, it also means you're very focused on just a few products.
The form of computers has never been important, with speed and performance being the only things that mattered.
I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.
Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.
If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive.
Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.
When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely.
But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.
You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.
The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.
Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include.
Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?!
There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time.
That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
The iPhone was broadly dismissed. The iPod was broadly dismissed. The iPad was probably more copiously written off as a large iPod.
Innovation at Apple has always been a team game. It has always been a case where you have a number of small groups working together.
That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.