Apple inspires. Apple starts with Why.

Simplicity is an open book. The concept has to be quick. The customer has to get it in a second—like “phone, Internet, and iPod, all in one.” Customers need to be able to pick it up and start using it instantly. Most important, it has to improve our lives by an order of magnitude over what’s already available or create an entirely new category by i

We believe that we are on the face of the earth to make great products, and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant con