The computer industry is creatively bankrupt.
What we don’t include is as important as what we do include.
There’s no other product that changes function like the computer.
Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products.
It feels like each time we are beginning at the beginning, in a really exciting way.
Simplicity is really hard.
It’s one of the curses of designing that when you look at anything, you’re constantly thinking, Why? Why – why was it designed like that, and not like this?
A beautiful product that doesn’t work very well is ugly.
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.
At the start of the process the idea is just a thought – very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.
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.
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.
One thing most people don’t know is that Steve Jobs is an exceptional designer.
As a kid, I remember taking apart whatever I could get my hands on.
The goal of Apple is not to make money but to make really nice products, really great products.
That’s just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
The quest for simplicity has to pervade every part of the process. It really is fundamental.
There’s an applied style of being minimal and simple, and then there’s real simplicity. This looks simple, because it really is.
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.
The most important thing is that you actually care, that you do something to the very best of your ability.