A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.

A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have.

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.

If I knew for a certainty that a man was coming to my house with the conscious design of doing me good, I should run for my life.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.