Simplicity is somehow essentially describing the purpose and place of an object and product..

We don't do focus groups - that is the job of the designer..

When something exceeds your ability to understand how it works, it sort of becomes magical..

What we make testifies who we are. People can sense care and can sense carelessness..

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

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..

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

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

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

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

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

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 ….

Simplicity is not the absence of clutter..

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

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

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

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 is beauty when something works and it works intuitively..

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

To do something innovative means that you reject reason..

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