Goal we've always had for design at Apple is to create solutions that are inevitable.

Simplification is one of the most difficult things to do.

It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be faithful to your gift and very confident in its value.

It's very easy to be different, but very difficult to be better.

There's no learning without trying lots of ideas and failing lots of times.

There is beauty when something works and it works intuitively.

People's interest is in the product, not in its authorship.

Simplicity is somehow essentially describing the purpose and place of an object and product.

I think subconsciously people are remarkably discerning. I think that they can sense care.

Apple stood for something and had a reason for being that wasn't just about making money.

When something exceeds your ability to understand how it works, it sort of becomes magical.

Storytelling is the very soul of humankind made plain for all to experience.

Oh, most unhappy man, ' he cried, 'try to be happy! You have red hair like your sister.'My red hair, like red flames, shall burn up the world, ' said Gregory.

I like all kinds of music, though I tend to prefer jazz and classics.

Universal deities ... never seem to smile. Not in any culture. What's the point of having omnipotence if you don't enjoy it?

I think we can get respect for Parliament back providing governments and oppositions are frank.

Courage is a mutual thing.

Broad, wholesome, charitable views .. can not be acquired by vegetating in one's little corner of the earth.

Why not? That's a good reason for almost anything - a bit used perhaps, but still quite serviceable.

Ever hear that expression, "it was the best of times, it was the worst of times"? That's what high school was like for me. Both of those - all the time.

We are all captives of the picture in our head - our belief that the world we have experienced is the world that really exists.