“Simplicity is the ultimate sophistication.”

“Simplicity has its class! A man of sophisticated simplicity and integrity is a personality with dignity.”

“Simplicity is ultimately a matter of focus.”

“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.”

“For, has not the world come to an awfully sophisticated pass, when, after a certain degree of acquaintance with it, we cannot even put ourselves to death in whole-hearted simplicity?”

“Physics is really nothing more than a search for ultimate simplicity, but so far all we have is a kind of elegant messiness.”