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.

Jony Ive
Jony Ive

Former Chief Design Officer of Apple, currently serving as a Chancellor of the Royal College of Art.

Ideas are extremely fragile but come from a desire to explore!

“We designers create tools. Tools that you can live in, sit on, eat with, tools that enable communication and support learning, creating, and mending. Our tools can be powerful, they can be beautiful, and on many occasions they’re not motivated by understood or articulated needs.”

– Jony Ive

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