We made the buttons on the screen look so good you'll want to lick them.
The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts.
Japan's very interesting. Some people think it copies things. I don't think that anymore. I think what they do is reinvent things. They will get something that's already been invented and study it until they thoroughly understand it. In some cases, they understand it better than the original inventor.
What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.