Apple's Goal Isn't To Make

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

To Do Something Innovative Means That You Reject Reason.

We're Very Genuinely Designing The Best Products That We Can For People.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

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