Jony Ive: The man behind Apple’s magic curtain

September 24, 2013

apple / design / jony-ive / user experience

“That is exactly it,” he says emphatically. “It’s just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that’s easy. But there’s a more difficult path, and that’s to make better products, ones where maybe you can’t measure their value empirically.”

“This is terribly important and at the heart of what we do. We care about how to design the inside of something you’ll never see, because we think it’s the right thing to do.”

“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,” he says. “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.”