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.Collection: Inspirational
I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.Collection: Philosophical
It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?Collection: Thinking
With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.Collection: Phones
Design is a word that's come to mean so much that it's also a word that has come to mean nothing.Collection: Philosophical
We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.Collection: Successful
Apple stood for something and had a reason for being that wasn't just about making money.Collection: Apples
We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.Collection: Beautiful
Goal we've always had for design at Apple is to create solutions that are inevitable.Collection: Apples
Simplicity is somehow essentially describing the purpose and place of an object and product.Collection: Simplicity
We're very genuinely designing the best products that we can for people.Collection: People
True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.Collection: Simplicity
We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.Collection: Not Good Enough
We don't do focus groups - that is the job of the designer.Collection: Jobs
Simplicity is really hard.Collection: Simplicity
Very often design is the most immediate way of defining what products become in people's minds.Collection: Philosophical
The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.Collection: Thinking
What we don't include is as important as what we do include.Collection: Design
A lot of what we are doing is getting design out of the way.Collection: Design
That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.Collection: Philosophical
Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.Collection: Caring
The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.Collection: Design