Simplicity is not the absence of clutter..

We try to solve very complicated problems without letting people know how complicated the problem was..

The most important thing is that you actually care, that you do something to the very best of your ability.

People's interest is in the product, not in its authorship..

Apple stood for something and had a reason for being that wasn't just about making money..

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 ….

It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be fait….

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..

There's no learning without trying lots of ideas and failing lots of times..

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not g….

There is beauty when something works and it works intuitively..

There are a thousand no's for every yes..

The best ideas start as conversations..

It's very easy to be different, but very difficult to be better..

Really great design is hard. Good is the enemy of great..

A beautiful product that doesn't work very well is ugly..

To do something innovative means that you reject reason..

I think subconsciously people are remarkably discerning. I think that they can sense care..

Simplification is one of the most difficult things to do..

It's very easy to make something that is new. So we are trying to make things that are better..

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..