The most reliable appliance has simplicity and quality, does what is demanded of it, is economical to use, easy to maintain, and just as easy to repair. ...It also sells best and looks good.

Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.

Between two products equal in price, function and quality, the one with the most attractive exterior will win.

The most beautiful curve is a rising sales graph.

It's a simple exercise; a little logic, a little taste, and the will to cooperate.

It would seem that more than function itself, simplicity is the deciding factor in the aesthetic equation. One might call the process beauty through function and simplification.

It all must start with an inspired, spontaneous idea.

I can claim to have made the daily life of the 20th Century more beautiful.

A designer must always think about the unfortunate production engineer who will have to manufacture what you have designed; try to understand his problems.

Ugliness does not sell.

Good design is not an applied veneer.

We are spirits clad in veils.

All God wants of man is a peaceful heart.

Look at all the magazines: There's always 10 ways to be better at something.

I don't know anybody that I can think of who has contended that the Iraqis had nuclear weapons.

There is a spirit that guides us, if we will listen. It speaks softly. In order to hear it we must still our thoughts and meditate.

To do your own work well, whether it be for life or death.

Some men just aren't cut out for paternity. Better they should realize it before and not after they become responsible for a son.

If there's anyone in space, what they'll learn about the human race will be listening to us talking on the car phone.

Our message, to people around the country and around the world, is this: Apple is open. Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.

Real eyes, realize, real lies.