Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
Most people make the mistake of thinking design is what it looks like. People think it's this veneer - that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works.
If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.
We did not enter the search business. Google entered the phone business. Make no mistake they want to kill the iPhone. We won't let them.
Some mistakes will be made along the way. That's good. Because some decisions are being made along the way. We'll find the mistakes. We'll fix them.
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