Jony Ive

"True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity."

"We try to develop products that seem somehow inevitable. That leave you with the sense that that's the only possible solution."

"Different and new is relatively easy. Doing something that's genuinely better is very hard."

"The best design explicitly acknowledges that you cannot disconnect the form from the material—the material informs the form."

"The defining qualities are about use: what it's made of, what it will be used for. It's like the most important thing is the way you touch it."

"When you're trying to solve a problem, your first solutions are complex, and most people stop there. But if you keep going, you can arrive at elegant solutions."

"I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency."

"Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution."

"Part of the job is to learn. Part of the job is to be fierce and be stubborn and not accept what seems to be accepted."

"There's a remarkable efficiency in doing something that is essential rather than doing something that is feature-driven."

"We don't do focus groups—that's the most efficient way to create mediocrity."

"I think one of the things you do with design is you try to connect products to people emotionally."