11:46 AM

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
with joy...
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 simplify
we perfect
we start over
until everything we touch
enhances each life 
it touches.
only then do we sign our work.
Designed by Apple in California.
~ quoted from wwdc

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