Jonathan Ive

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

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.

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.

When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.

The memory of how we work will endure beyond the products of our work.

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.