What We Don't Include Is As Important

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

My Father Was A Very Good Craftsman. He Made Furniture, He Made Silverware And He Had An Incredible Gift In Terms Of How You Can Make Something Yourself.

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.

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?

There Are 9 Rejected Ideas For Every Idea That Works.