Designer

Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.

If you are truly innovating, you don't have a prototype you can refer to.

It's difficult to do something radically new, unless you are at the heart of a company.

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.

Often when I talk about what I do, making isn't just this inevitable function tacked on at the end.

If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive.

I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?

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.

It's difficult to do something radically new, unless you are at the heart of a company.

If something is not good enough, stop doing it.

Growing up, I enjoyed drawing, but it was always in the service of an idea. I drew all the time, and I enjoyed making.

Good is the enemy of great.

When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.

Every new car, you open the door, and you look at all those internal mellifluous swoopy bits, and they have no meaning.

One person's car is another person's scenery.

There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.

You learn a lot about vital corporations through non-vital corporations.

The computer industry is creatively bankrupt.

Why is it when we have a bad experience with a product, we assume it is us, but a bad experience with food, we blame the food?!

When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely.