A Quote by Walter Isaacson

So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.
I think my style revolves around the philosophy that less is more, that simplicity is the ultimate sophistication. That goes for my taste in design and in clothes, and even affects the way I approach music. I'm all about keeping things simple, and minimal, but being able to convey something powerful through that approach.
Simplicity is the ultimate sophistication. It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions. [...] It's not just minimalism or the absence of clutter. It involves digging through the depth of complexity. To be truly simple, you have to go really deep. [...] You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
Design is a field of concern, response, and enquiry as often as decision and consequence... it is convenient to group design into three simple categories, though the distinctions are in no way absolute, nor are they always so described: product design (things), environment design (places) and communication design (messages).
Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.
Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.
My brain is very simple. Like when you break everything down. I see things in a simple way. And that simplicity for some reason becomes funny to other people because they don't look at it that way.
Good design is innovative 2. Good design makes a product useful 3. Good design is aesthetic 4. Good design makes a product understandable 5. Good design is unobtrusive 6. Good design is honest 7. Good design is long-lasting 8. Good design is thorough, down to the last detail 9. Good design is environmentally friendly 10. Good design is as little design as possible
Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.
For years I thought I was just a writer, but when I sat down to design and started playing around with it, I realized that, really, it's pretty easy. Obviously it's more than just a set of rules, but the basics of design are actually pretty simple and quite mathematical. The link between data and design works at quite a fundamental level.
I think there's something in common with the OSS 117 movies. The big difference is there's no irony in this one. It's not parody. I tried to make it very simple. It's a simple story, but to be simple, it's very complex in the way it's done.
There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
When you're just able to distill it down to the idea and the feeling that a character is experiencing in a scene, it can become very, very razor sharp and really clean and really efficient and simple. And sometimes it takes twenty-five years to learn how to be simple.
I think a lot of tunes can suffer from being so simple, so either they get over-complicated or their simplicity means the simple way to lay them down becomes the difficulty.
I just like simplicity. I like simple songs, I like simple chords, simple vocals, simple lead guitar. I just like simplicity. That's just the way I like it.
I knew a lot about product design before coming to Apple, but I didn't understand a lot about consumer experience design, which is really Apple's forte.
As we live and as we are, Simplicity - with a capital "S" - is difficult to comprehend nowadays. We are no longer truly simple. We no longer live in simple terms or places. Life is a more complex struggle now. It is now valiant to be simple: a courageous thing to even want to be simple. It is a spiritual thing to comprehend what simplicity means.
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