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

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

We're very genuinely designing the best products that we can for people.

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

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

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.