It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.
Jonathan IveThe goal of Apple is not to make money but to make really nice products, really great products.
Jonathan IveReally 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.
Jonathan Ive