Apple stood for something and had a reason for being that wasn't just about making money.

Goal we've always had for design at Apple is to create solutions that are inevitable.

I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.

The goal of Apple is not to make money but to make really nice products, really great products.