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You've got to remember even the Apple regeneration started with colorful iMacs. So let us first get the colorful iMacs. I think with what we're doing with Lumia, we're at that stage. I want to do good devices that people like, and then we will go on to doing the next thing and the next thing.

There is no doubt that, since 1977 and the launch of Apple II - the first computer it produced for the mass market - many things which used to be done on paper, or on the telephone, have been done easier and faster on a screen.

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.

It wasn't until the Apple Macintosh that people understood what true hardware-software integration was about. It took one company to line it up: low-cost hardware, cool graphics, third-party products built on top of it, in an all-in-one attractive package that was accessible to consumer marketing.

Apple makes great hardware. The reality is, in the OS, we see things differently.

The Apple has the fewest bells and whistles. It has simple sound and few graphics special effects. In a way, that is a weakness because markets for the other machines are getting bigger.

Macintosh felt like a system. As I learned more, I felt like I was able to guess how new things would work. I felt like the bugs in my programs were more my bugs and not things I misunderstood.

There were so many things of value in the original Mac that it is still recognizable.

Apple took the edge off the word 'computer.'

I knew the Apple II was great when I bought it, but as I dug into the details it just completely blew me away the creative artistic approach that the designers had taken.