When something exceeds your ability to understand how it works, it sort of becomes magical.
Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.
When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage.
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.
We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.
We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to.
True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative.
It never ceases to amaze me what it takes to develop and bring to mass production a product.
One person's car is another person's scenery.
Our goal is simple objects, objects that you can't imagine any other way.
As a kid, I remember taking apart whatever I could get my hands on.
There was a 'Wired' cover that had a big Apple logo with a crown of barbed wire as thorns, and underneath it just said, 'Pray.' I remember this because of how upsetting it was. Basically saying either it's going to just go out of business or be bought.
One of the things that is particularly precious about working at Apple is that many of us on the design team have worked together for 15-plus years, and there's a wonderful thing about learning as a group. A fundamental part of that is making mistakes together.
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?
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
Apple's Industrial Design team is harder to get into than the Illuminati, and part of the reason is because no one leaves. In the last 15 years, not one of the 18 designers has ditched Apple for greener pastures.
I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.
I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch.