Simplicity is an Ive maxim, but his kind of simplicity has depth. Not only is it about ease of use, it's about form, function, efficiency. The ambition? To design complex products that feel like they've always worked this way.
"There is beauty when something works and it works intuitively." BBC.
"We don't do focus groups. They just ensure that you don't offend anyone, and produce bland inoffensive products." Macworld UK
"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," Apple press release
"There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is." Wired