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.
It's very easy to be different, but very difficult to be better.
There's no learning without trying lots of ideas and failing lots of times.
There is beauty when something
works and it works intuitively.
People's interest is in the product, not in its authorship.
Simplicity is somehow essentially describing the purpose and place of an object and product.
I think subconsciously people are remarkably discerning. I think that they can sense care.
When something exceeds your ability to understand how it works, it sort of becomes magical.
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.
It's very easy to make something that is new. So we are trying to make things that are better.
Simplicity is not the absence of clutter.
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.
We're very genuinely designing the best products that we can for people.
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 nature of having ideas and creativity is incredibly inspiring.
Simplification is one of the most difficult things to do.
We try to solve very complicated problems without letting people know how complicated the problem was.
There are a thousand no's for every yes.
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.
A lot of what we are doing is getting design out of the way.
Very often design is the most immediate way of defining what products become in people's minds.
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 best ideas start as conversations.
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.
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