Simplicity Is Somehow Essentially Describing The Purpose

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

If You're Not Trying To Do Something Better, Then You're Not Focused On The Customer And You'll Miss The Possibility Of Making Your Business Great.

The Computer Industry Is Creatively Bankrupt.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.