Design is unfolding a story
Design is storytelling : beginning, middle and end.
[Many people] think it means accept failure with dignity and move on. The better, more subtle interpretation is that failure is a manifestation of learning and exploration. If you aren’t experiencing failure, then you are making a far worse mistake: You are being driven by the desire to avoid it. And, for leaders especially, this strategy — trying to avoid failure by out-thinking it — dooms you to fail.
It's seeing the invisible problem, not just the obvious problem, that's important, not just for product design, but for everything we do. You see, there are invisible problems all around us, ones we can solve. But first we need to see them, to feel them.
Simplicity is the ultimate sophistication.
When it comes to creative inspiration, job titles and hierarchy are meaningless.
In all cases, it’s a reminder of what sets Apple apart from other technology companies and what makes Apple stand out in a complicated world: a deep, almost religious belief in the power of Simplicity.