A Beautiful Product That Doesn't Work Very

Different And New Is Relatively Easy. Doing Something Thats Genuinely Better Is Very Hard.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

Perhaps I'd Like To Design Cars, But I Don't Think I'd Be Much Good At It.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

Apple Stood For Something And Had A Reason For Being That Wasn't Just About Making Money.