This passion for “simplicity” and “honest design” that is always declared by Ive whenever he’s interviewed or appears in a promo video, is at the core of Dieter Rams’ 10 principles for good design:

• Good design is innovative. • Good design makes a product useful. • Good design is aesthetic. • Good design helps us to understand a product. • Good design is unobtrusive. • Good design is honest. • Good design is durable. • Good design is consequent to the last detail. • Good design is concerned with the environment. • Good design is as little design as possible.

From: 1960s Braun Products Hold the Secrets to Apple’s Future

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