"If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy, abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time... There are a thousand no's for every yes. We simplify. We perfect. We start over. Until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California."