The best designers in the world all squint when they look at something. They squint to see the forest from the trees - to find the right balance. Squint at the world. You will see more, by seeing less.

The best designers in the world all squint when they look at something. They squint to see the forest from the trees - to find the right balance. Squint at the world. You will see more, by seeing less.

Information is expanding daily. How to get it out visually is important.

Museums are important. Design and art schools are important because they show how it should be done at the highest level of quality. Once people are exposed to quality, they recognize it right away and they appreciate it. People's tastes are changed by exposure to quality. Unless they can see it they can't want it. That's the brilliance of Apple - they provide quality in design.

Technological advances have always been driven more by a mind-set of 'I can' than 'I should' Technologists love to cram maximum functionality into their products. That's 'I can' thinking, which is driven by peer competition and market forces But this approach ignores the far more important question of how the consumer will actually use the device focus on what we should be doing, not just what we can.

If you are going to have less things, they have to be great things.

Simplicity is about subtracting the obvious and adding the meaningful.