There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan IveAs consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
Jonathan IveAt the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.
Jonathan Ive