Design is a word that's come to mean so much that it's also a word that has come to mean nothing.
Jonathan IveSimplicity is somehow essentially describing the purpose and place of an object and product.
Jonathan IveSo much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
Jonathan Ive