"For something this complicated, it's really hard to design products by focus

groups. A lot of times, people don't know what they want until you show it to them."
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"That's been one of my mantras - focus and simplicity. Simple can be harder than
 complex: You have to work hard to get your thinking clean to make it simple. But
 it's worth it in the end because once you get there, you can move mountains."
-Steve Jobs