"ظل شعار أبل هو الشعار الذي ظهر على أول منشور دعائي لها وهو: "البساطة هي جوهر الأناقة"." - Steve Jobs

Your time is limited, so don’t waste it living someone else’s life.

Look at the design of a lot of consumer products — they're really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.

Human minds settle into fixed ways of looking at the world. That’s always been true and it’s probably always going to be true and I think... I’ve always felt that death is the greatest invention of life. I’m sure that life evolved without death at first, and found that without death life didn’t work very well. Because it didn’t make room for the young, who didn’t know how the world was fifty years ago, who didn’t know how the world was twenty years ago. Who saw it as it is today without any preconceptions, and saw and dreamed how it could be based on that. Who were not satisfied based on the accomplishments of the last thirty years, but who were dissatisfied because the current state didn’t live up to their ideals. Without death there would be very little progress.