Apple's Jonathan Ive on Design
“We try to develop products that seem somehow inevitable. That leave you with the sense that that’s the only possible solution that makes sense,” he explains. “Our products are tools and we don’t want design to get in the way. We’re trying to bring simplicity and clarity, we’re trying to order the products.
“I think subconsciously people are remarkably discerning. I think that they can sense care.”
- Jonathan Ive
"simplicity and clarity..."
Read more of his interview on iMore.