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.
We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.
Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
Goal we've always had for design at Apple is to create solutions that are inevitable.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
The goal of Apple is not to make money but to make really nice products, really great products.
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