What sets apart Apple from the competition is their relentless pursuit of simplicity
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.
Simplicity is the ultimate sophistication.
When it comes to creative inspiration, job titles and hierarchy are meaningless.
Don’t wait for things to be perfect before you share them with others. Show early and show often. It’ll be pretty when we get there, but it won’t be pretty along the way.
Design is storytelling : beginning, middle and end.