We always thought of design as being so much more than just the way something looks. Its the whole thing, the way something actually work in so many different levels. Ultimately of course, design defines so much about experience. I think there's a profound and enduring beauty in simplicity, in clarity, in efficiency.
Through simplicity is derived from so much more than just the absence of clutter ornamentation. its about being order through complexity..."
~ quoted from Jony Ive, Senior Vice Design
if everyone is busy making something
how can anyone perfect anything?
we start to confuse convenience
abundance with choice...
designing something requires focus
the first thing we ask is
what do we want people to feel?
then we begin to craft around our intention
it takes time..
there are a thousand no's
for every yes
we start over
until everything we touch
enhances each life
only then do we sign our work.
Designed by Apple in California.
~ quoted from wwdc