Giving Importance To What Really Matters

USAToday: The Core Of Apple Design

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"That is exactly it," he says emphatically. It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

"This is terribly important and at the heart of what we do. We care about how to design the inside of something you'll never see, because we think it's the right thing to do."


… Jobs said this about design: "(It's) a funny word. Some people think design is about how it looks. But of course, if you dig deeper, it's really how it works."

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