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 faithful to your gift and very confident in its value.
There's no learning without trying lots of ideas and failing lots of times.
There is beauty when something
works and it works intuitively.
It's very easy to be different, but very difficult to be better.
I think subconsciously people are remarkably discerning. I think that they can sense care.
Simplicity is somehow essentially describing the purpose and place of an object and product.
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.
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.
When something exceeds your ability to understand how it works, it sort of becomes magical.
The nature of having ideas and creativity is incredibly inspiring.
We're very genuinely designing the best products that we can for people.
It's very easy to make something that is new. So we are trying to make things that are better.
We try to solve very complicated problems without letting people know how complicated the problem was.
Simplicity is not the absence of clutter,
The best ideas start as conversations.
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.
A lot of what we are doing is getting design out of the way.
True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
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.
The word design is everything and nothing. The design and the product itself are inseparable.
We say no to a lot of things so we can invest an incredible amount of care on what we do.
Goal we've always had for design at Apple is to create solutions that are inevitable.
It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.
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