What we don't include is as important as what we do include.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

A small change at the beginning of the design process defines an entirely different product at the end.

There are a thousand no's for every yes.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

It's very easy to be different, but very difficult to be better.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.