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

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.

There are 9 rejected ideas for every idea that works.

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

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

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