But One Of The Things That Really

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.

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products.

Simplification Is One Of The Most Difficult Things To Do.

What We Make Testifies Who We Are. People Can Sense Care And Can Sense Carelessness.

That's An Interesting Thing About An Object. One Object Speaks Volumes About The Company That Produced It And Its Values And Priorities.