What would Steve do?

Design is not just what it looks and feels like. Design is how it works

Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations.

I’m as proud of what we don’t do as I am of what we do

Quality is more important than quantity. A home run is much better than two doubles.

It comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much

He replaced over twenty product models with a lineup of four

350 to 10

He was proactively involved in the product development of every product Apple launched

Small groups of smart people

He, ultimately, decided the final specifications of every product

Steve had a “simple stick”

Apple’s product product development teams designed for Steve. Steve was the ideal customer.