The Goal Of Apple Is

We Don't Do Focus Groups - That Is The Job Of The Designer. It's Unfair To Ask People Who Don't Have A Sense Of The Opportunities Of Tomorrow From The Context Of Today To Design.

To Do Something Innovative Means That You Reject Reason.

I Left London In 1992, But I'm There 3-4 Times A Year, And Love Visiting.

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.

The Computer Industry Is Creatively Bankrupt.