Design is not just what it looks like and feels like. Design is how it works.
设计不仅是看上去如何，感觉如何，而是用起来如何。
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
做一个质量的标尺。有些人不习惯期望卓越的环境。
Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.
创造就是连接事物。如果你问那些有创意的人，怎么做到某事，他们会觉得愧疚，因为他们不是真正做到了某事，而是发现了某事。他们只要观察一会儿，就会很快弄明白。因为他们能把自己过去的经验连接起来，造就出新的东西。
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
有时候，你提出一个创新，但有可能是个错误。最好的处理方式是，尽快承认错误，然后去改进其他的创新。
We made the buttons on the screen look so good you'll want to lick them.
我们把屏幕上的按钮做得你都想舔它。
Simplicity is the ultimate sophistication.
极简是终极的复杂。 ——达芬奇
I think we're having fun. I think our customers really like our products. And we're always trying to do better.
我感到很开心。我们的用户喜欢我们的产品。我们总是在不断努力改进。
To design something really well, you have to get it. You have to really grok what it’s all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don’t take the time to do that.
想把东西设计好，你得了解它，体验它的精髓。全身心地投入其中，彻彻底底弄明白它，一口一口细嚼慢咽，而不是囫囵吞枣。但是，大多数人不会花时间这么做。
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.
设计是人类创造品不可或缺的灵魂，它借助产品或者服务的外在形式不断表达自身。比如iMac，它的本质不是外壳的多姿多彩，晶莹剔透，形态可人，而是成为最优美的个人电脑，让它的每一个部件都能和谐运作。
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