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.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

It's very easy to make something that is new. So we are trying to make things that are better.

The computer industry is creatively bankrupt.

Simplicity is somehow essentially describing the purpose and place of an object and product.

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.