Different and new is relatively easy. Doing something thats genuinely better is very hard.

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

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

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

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.

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.