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 goal of Apple is not to make money but to make really nice products, really great products.

Really 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.

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.

Objects and their manufacture are inseparable, you understand a product if you understand how it's made.

The absence of clutter is just a clutter-free product. That's not simple.

We shouldn't be afraid to fail- if we are not failing we are not pushing.