Design Is Not Just What It Looks

That's Been One Of My Mantras - Focus And Simplicity. Simple Can Be Harder Than Complex.

I'm As Proud Of What We Don't Do As I Am Of What We Do.

Our Dna Is As A Consumer Company - For That Individual Customer Who's Voting Thumbs Up Or Thumbs Down. That's Who We Think About. And We Think That Our Job Is To Take Responsibility For The Complete User Experience. And If It's Not Up To Par, It's Our Fault, Plain And Simply.

We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life. We Could Be Sitting In A Monastery Somewhere In Japan. We Could Be Out Sailing. Some Of The Team Could Be Playing Golf. They Could Be Running Other Companies. And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It. And We Think It Is.

This Revolution, The Information Revoultion, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy. It's Very Crude Today, Yet Our Macintosh Computer Takes Less Power Than A 100-watt Bulb To Run It And It Can Save You Hours A Day. What Will It Be Able To Do Ten Or 20 Years From Now, Or 50 Years From Now?