I Left London In 1992,

There's An Applied Style Of Being Minimal And Simple, And Then There's Real Simplicity. This Looks Simple, Because It Really Is.

Apple's Jony Ive Describes His "fanatical" Approach To Design In New Interview

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

A Beautiful Product That Doesn't Work Very Well Is Ugly.

There Are A Thousand No's For Every Yes.