The Best Ideas Start As Conversations.

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products.

It Became An Exercise To Reduce And Reduce, But It Makes It Easier To Build An Easier For People To Work With.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.