"I’ve said this before, but simplicity is, well, it goes back to …you’re trying to define the essence of something and come up with a solution that seems utterly inevitable and obvious. I think a lot of people see simplicity as the lack of clutter. And that’s not the case at all. True simplicity is, well, you just keep on going and going until you get to the point where you go, ‘Yeah, well, of course.’ Where there’s no rational alternative."

Jony Ive