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

Simplicity is not the absence of clutter.

As a kid, I remember taking apart whatever I could get my hands on.

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.

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's no other product that changes function like the computer.