Look at the design of a lot of consumer products — they're really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.

Simple works, complex fails.

Simple can be harder than complex

The most popular product tends to become the “best” product, as it can amortize its R&D budget across a larger base.

The rich don’t have better products, they just have weirder products (to signal that they’re rich).

Quite apart from the prestige of technology, people do, after all, prefer a simple idea to a complex one.

When in doubt, clear over clever.

Small words. Short sentences. Big opportunities.

Complex confuses. Simple sells.

So many consumers are mistaking volume for wisdom.

When the product is right, you don't have to be a great marketer.

It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core truth?

For every complex problem there is an answer that is clear, simple and wrong.

Someone once said that for every problem there is a solution that is simple, attractive ... and wrong.

Simplicity is a matter of taste

It is far more difficult to be simple than to be complicated

Simple people, people who don't exist, prefer things which don't exist,simple things. "Good" and "bad" are simple things. You bomb me = "bad." I bomb you = "good." Simple people(who,incidentally,run this socalled world)know this(they know everything)whereas complex people—people who feel something—are very,very ignorant and really don't know anything.