“You can't just ask customers what they want and then try to give that to them. By the time you get it built they'll want something new.”
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In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design.
We hire people who want to make the best things in the world.
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.
Everyone here has the sense that right now is one of those moments when we are influencing the future.
