The computer industry is creatively bankrupt.

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.

My past conduct was so transparent and so honest that when my enemies spread rumours about me nobody believed them.

A high heart ought to bear calamities and not flee them since in bearing them appears the grandeur of the mind and in fleeing them the cowardice of the heart.

My company is an extension of me, so when I designed my stores I wanted people to feel that they were in my home.

I'm interested in designing for posterity.

People'd be like, "Oh, spending taxpayer money." It's like, "No, no, I actually I'm paying for all of this. The only thing I don't pay for is Secret Service and an airplane."

When I go to a restaurant, I eat three-quarters of the food in front of me. That cuts my calorie intake by 25 percent.

The object of reflection is invariably the discovery of something satisfying to the mind which was not there at the beginning of the search.

Those who are not interested in politics will be forever ruled by those who are.

If time were like a passage of music, you could keep going back to it until you got it right.

Surf is that music which is entirely about evoking something. There's never any vocals, so it's not about the lyrics, it's about the reverb.