I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
Jonathan IveWe say no to a lot of things so we can invest an incredible amount of care on what we do.
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 Ive