"The difference between great people and everyone else is that great people create their lives actively, while everyone else is created by their lives, passively waiting to see where life takes them next. The difference between the two is living fully and just existing."
"We’re surrounded by anonymous, poorly made objects," says Ive. "It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made."
"You don’t build a brand with advertising. You build a brand with buzz, and protected with advertising. When you’re getting started, you build a brand by having other people spend their money and time talking about you. Then, once you’re known in the industry, you can spend your own money to protect your brand"