The Nature Of Having Ideas And Creativity

A Beautiful Product That Doesn't Work Very Well Is Ugly.

Our Goal Is To Try To Bring A Calm And Simplicity To What Are Incredibly Complex Problems So That You're Not Aware Really Of The Solution.

The Nature Of Having Ideas And Creativity Is Incredibly Inspiring.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.