The Goal Of Apple Is Not To

Goal We've Always Had For Design At Apple Is To Create Solutions That Are Inevitable.

It's Just Easier To Talk About Product Attributes That You Can Measure With A Number. Focus On Price, Screen Size, That's Easy. But There's A More Difficult Path, And That's To Make Better Products, Ones Where Maybe You Can't Measure Their Value Empirically.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.

To Design Something Really New And Innovative You Have To Reject Reason.

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.