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The Apple II was not designed like an ordinary product. It used crazy tricks everywhere.

The reason Apple is really good, I think, and the reason their stores succeeded, is not just 'cause we know the big idea, but we have a real passion for the littlest detail. It's legendary in our products.

Apple has beautiful design, beautiful product, incredibly functional. But mostly, it's about picking product, getting behind it, marketing it, and introducing it to a customer. What they've done just inspires me.

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.

The wonderful thing about Apple technology is just how intuitive it is.

Steve Jobs didn't really set the direction of my Apple I and Apple II designs but he did the more important part of turning them into a product that would change the world. I don't deny that.

I knew a lot about product design before coming to Apple, but I didn't understand a lot about consumer experience design, which is really Apple's forte.

Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.

Everything at Apple can be best understood through the lens of designing. Whether it's designing the look and feel of the user experience, or the industrial design, or the system design, and even things like how the boards were laid out.

I was a grad student at UC Berkeley when I bought my Apple II and it suddenly because a lot more interesting than school.