It's very easy to be different, but very difficult to be better.

If you are truly innovating, you don't have a prototype you can refer to.

If something is not good enough, stop doing it.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

So 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.

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.