Simplicity Is Really Hard.

Really Great Design Is Hard. Good Is The Enemy Of Great.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

Apple Stood For Something And Had A Reason For Being That Wasn't Just About Making Money.

I Think Subconsciously People Are Remarkably Discerning. I Think That They Can Sense Care.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.