If You're Not Trying To Do Something

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.

We’re Surrounded By Anonymous, Poorly Made Objects. It’s Tempting To Think It’s Because The People Who Use Them Don’t Care - Just Like The People Who Make Them. But What We’ve Shown Is That People Do Care. It’s Not Just About Aesthetics. They Care About Things That Are Thoughtfully Conceived And Well Made. We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.

Apple Stood For Something And Had A Reason For Being That Wasn't Just About Making Money.

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