There's No Other Product That Changes Function

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?

There Are 9 Rejected Ideas For Every Idea That Works.

Designing And Developing Anything Of Consequence Is Incredibly Challenging.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.

We're Very Genuinely Designing The Best Products That We Can For People.