There’s no learning without trying lots of ideas and failing lots of times.
It’s very easy to be different, but very difficult to be better.
I think subconsciously people are remarkably discerning. I think that they can sense care.
Simplicity is somehow essentially describing the purpose and place of an object and product.
What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
Apple stood for something and had a reason for being that wasn’t just about making money.
When something exceeds your ability to understand how it works, it sort of becomes magical.
The nature of having ideas and creativity is incredibly inspiring.
We’re very genuinely designing the best products that we can for people.
It’s very easy to make something that is new. So we are trying to make things that are better.
If you’re not trying to do something better, then you’re not focused on the customer and you’ll miss the possibility of making your business great.
We try to solve very complicated problems without letting people know how complicated the problem was.
The word design is everything and nothing. The design and the product itself are inseparable.
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.
Designing and developing anything of consequence is incredibly challenging.
Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you’re not aware really of the solution.
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.
Objects and their manufacture are inseparable, you understand a product if you understand how it’s made.
As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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.