“I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.”

—  Jonathan Ive

Ive explaining the design philosophy behind iOS 7 in its product video, shown at WWDC 2013.

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Jonathan Ive 17
English designer and VP of Design at Apple 1967

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