The word design is everything and nothing. The design and the product itself are inseparable.
Jonathan IveThe 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.
Jonathan IveReally great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.
Jonathan Ive