Steve Jobs: thanks for the simplicity

Geschreven door: Pieter van de Vliet

These quotes from Steve Jobs say enough:


“That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”


“Look at the design of a lot of consumer products — they’re really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don’t put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.”


“We’ve gone through the operating system and looked at everything and asked how can we simplify this and make it more powerful at the same time.”


“Simplicity is the ultimate innovation”


“If you give the consumers too much freedom, they are overwhelmed by choice and confusion. If you limit their freedom by too much simplicity, they feel constricted. The trick is selecting the right places to restrict consumer options.”


“In product design and business strategy, subtraction often adds value. Whether we’re talking about a product, a performance, a market, or an organization, our addiction to addition results in inconsistency, overload, or waste, and sometimes all three. A designer knows he has achieved perfection not when there is nothing more to add, but when there is nothing left to take away.”


“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.”

Therefore, finally some quotes from Jonathan Ive, Apple’s design guru:

“We are absolutely consumed by trying to develop a solution that is very simple, because as physical beings we understand clarity.”

“The defining qualities are about use: ease and simplicity.”

“There’s an applied style of being minimal and simple, and then there’s real simplicity. This looks simple because it really is.”

“We wanted to get rid of anything other than what was absolutely essential, but you don’t see that effort. We kept going back to the beginning again and again. Do we need that part? Can we get it to perform the function of the other four parts?”

“It became an exercise to reduce and reduce, but it makes it easier to build, and easier for people to work with.”

“From a designer’s point of view, it’s not an appearance game we’re playing. It is very utilitarian. It’s the use of material in a very minimalist way.”



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