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.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

There are a thousand no's for every yes.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.