Simplicity Is Really Hard.

Objects And Their Manufacture Are Inseparable, You Understand A Product If You Understand How It's Made.

It Became An Exercise To Reduce And Reduce, But It Makes It Easier To Build An Easier For People To Work With.

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

To Do Something Innovative Means That You Reject Reason.

Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!