It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
Steve Jobs, 1998
[Miele] really thought the process through. They did such a great job designing these washers and dryers. I got more thrill out of them than I have out of any piece of high tech in years.
Steve Jobs, 1996.
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service.
Steve Jobs, 1998.
A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.
Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this and I found it fascinating. None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them.
Steve Jobs, 2005
You know how you see a show car, and it’s really cool, and then four years later you see the production car, and it sucks? And you go, What happened? They had it! They had it in the palm of their hands! They grabbed defeat from the jaws of victory! What happened was, the designers came up with this really great idea. Then they take it to the engineers, and the engineers go, ‘Nah, we can’t do that. That’s impossible.’ And so it gets a lot worse. Then they take it to the manufacturing people, and they go, ‘We can’t build that!’ And it gets a lot worse.
Steve Jobs, 2005
Design is not just what it looks like and feels like. Design is how it works.