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

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.

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.

Simplicity is not the absence of clutter.

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