“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.”

“Design is the method of putting form and content together. Design, just as art, has multiple definitions, there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.”

“Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.”

“There are two ways of constructing a software design: One way is to make it so simple that there are obviously no deficiencies, and the other way is to make it so complicated that there are no obvious deficiencies. The first method is far more difficult.”

“I conclude there are two ways of constructing software design: one way is to make it so simple there are obviously no deficiencies, and the other way is to make it so complicated that there are no obvious deficiencies.”

“Now, for the first time, he's seeing that there really is a way out of this, and it's all so simple. You don't have to run away. You just meet somebody special and step sideways into a parallel universe.”