When people look at an iMac, they think the design is really great, but most people don’t understand it’s not skin deep,’ he said. ‘There’s a reason why, after two years, people haven’t been able to copy the iMac. It’s not just surface. The reason the iMac doesn’t have a fan is engineering. It took a ton of engineering and that’s true for the Cube and everything else.
Steve Jobs, 2000
(on the iPod) If there was ever a product that catalyzed what’s Apple’s reason for being, it’s this. Because it combines Apple’s incredible technology base with Apple’s legendary ease of use with Apple’s awesome design, it’s like, this is what we do. So if anybody was ever wondering why is Apple on the earth, I would hold this up as a good example.
Steve Jobs, 2001
And so I haven’t got any sort of odd chip on my shoulder about proving anything to myself or anybody else. And remember, though the outside world looks at success from a numerical point of view, my yardstick might be quite different than that. My yardstick may be how every computer that’s designed from here on out will have to be at least as good as a Macintosh.
Steve Jobs, 1985
You’re asking, where does aesthetic judgment come from? With many things, high-performance automobiles, for example, the aesthetic comes right from the function, and I suppose electronics is no different. But I’ve also found that the best companies pay attention to aesthetics. They take the extra time to lay out grids and proportion things appropriately, and it seems to pay off for them. I mean, beyond the functional benefits, the aesthetic communicates something about how they think of themselves, their sense of discipline in engineering, how they run their company, stuff like that.
Steve Jobs, 1989
In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design. 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, 2000