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

"Every time a product is designed and created, it’s an opportunity to build something of beauty and function."

"You can make new technology not scary to people"

"I remember Steve telling us that if you needed a stylus to use the iPhone he wouldn’t ship it. The idea was always to use your finger instead of other tools."

"If you’re not working on something that you yourself really care about, it’s hard to stay motivated and passionate about doing your start up and getting it out there"

"I think in some ways, many designers that really do understand their domain can foresee certain things being issues. And certainly, when we were working on the phone, I knew we were going to have some issues"

"One more thing..."

"Think Different."

"Pure Objects."

"Yes, it's true. We are going to begin the transition from the Power PC to Intel processors and we are going to begin it for you now and for our customers next year."

"C is not a high-level language."

"Objective-C is the primary programming language you use when writing software for OS X and iOS."