The importance of design to Apple

Nick Bilton:

What struck me about our brief conversation wasn’t that Mr. Cook was talking about two teensy buttons — this is Apple, after all — but that he never once mentioned the technology in the iPad Mini. Instead, he talked about one thing: design.

In all of the meetings I’ve had with Apple executives over the years, design is always one of the first things they talk about. There is an overwhelming sense of pride from everyone at Apple about the products they make.