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.
It's very easy to be different, but very difficult to be better.
There is beauty when something
works and it works intuitively.
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.
Simplicity is somehow essentially describing the purpose and place of an object and product.
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.
Apple stood for something and had a reason for being that wasn't just about making money.
When something exceeds your ability to understand how it works, it sort of becomes magical.
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.
The nature of having ideas and creativity is incredibly inspiring.
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.
Simplicity is not the absence of clutter,
We try to solve very complicated problems without letting people know how complicated the problem was.
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.
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.
Simplification is one of the most difficult things to do.
The word design is everything and nothing. The design and the product itself are inseparable.
True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.
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.
If something is not good enough, stop doing it.
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