The word design is everything and nothing. The design and the product itself are inseparable.
Jonathan IveApple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on making some money, but that was not [Steve Jobsโ] preoccupation. His observation was that the products werenโt good enough and his resolve was, we need to make better products. That stood in stark contrast to the previous attempts to turn the company around.
Jonathan IveThere's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan Ive