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 quest for simplicity has to pervade every part of the process. It really is fundamental.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

There are 9 rejected ideas for every idea that works.

The computer industry is creatively bankrupt.

We don't do focus groups - that is the job of the designer.

It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?