“In other words, the idea for the iPad actually came before, and helped to shape, the birth of the iPhone. ”

“When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product.”

“So it is that existence and non-existence give birth the one to (the idea of) the other;”

“As the chant grew in volume she began to be conscious of the terrible potency of language, the sense that a name spoken is a summons and more than a summons, an act of creation, for a word shapes an idea, an idea shapes belief, and belief shapes the world. ”

“Magic is a kind of energy. It is given shape by human thoughts and emotions, by imagination. Thoughts define that shape—and words help to define those thoughts. That’s why wizards usually use words to help them with their spells. Words provide a sort of insulation as the energy of magic burns through a spell caster’s mind.”

“The idea we came up with, well before we left, was something we coined Performance Literature. Excuse the use of that second word, because I realize it's presumptuous. Also, excuse the first word, and the term in general.”