I've always said my audience is just me. It's somebody out there who's exactly like me and just isn't writing Daring Fireball.

My earliest design work was print, and that was my first love. Of course, as the years went on, I did more and more Web design and less and less print. And like everyone who made the switch from print to Web design, I bemoaned the lack of control.

The iPhone was the first phone that brought what we used to think of as 'desktop quality' software to a handheld platform: software where you just say, 'Wow, that's a great user experience,' not merely, 'Wow, that's a great user experience for a handheld.'

As a company itself, Apple is very easy to understand. They're really not a complex company.