SCENE 8Channel Their Inner Zen

Simplicity is the ultimate sophistication.


Simplicity is one of the most important concepts in all Apple designs—from computers, to music players, to phones, and even to the retail store experience. “As technology becomes more complex, Apple’s core strength of knowing how to make very sophisticated technology comprehensible to mere mortals is in ever greater demand,”1 Jobs told a New York Times columnist writing a piece about the iPod in 2003.

Apple’s design guru, Jony Ive, was interviewed for the same New York Times article and noted that Jobs wanted to keep the original iPod free of clutter and complexity. What the team removed from the device was just as important as what ...

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