To design something really new and innovative you have to reject reason.

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.

A situation in itself is not powerful

People would have to learn to deal with old monsters again. Stay in their houses. Shutter their windows.

The fate of every unusual thing is to be a usual thing quickly!

I am not like my image; I take my work so seriously. Everyone thinks I just bounce in, but I study and everything has to be just right.

I guess I don't believe these things can ever be easy, although I also don't see why they have to be hard.

If you begin by saying, 'Thou shalt not lie,' there is no longer any possibility of political action.

Listen, I've always been very headstrong.

I have said that the modern man, and especially the modern American, however much 'know-how' he may have, has very little 'know-what'

Snow is so beautiful, it doesn't have to be useful.

People aren't angels woven of light, but neither are they beasts to be driven into stalls.