Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

1 "Most Influential Briton in America" by the Daily Telegraph. ISBN 978-1-4516-4853-9. He also was nominated for a British Inspiration Award.

He also provides leadership and direction for Human Interface (HI) software teams across the company. Sir Jonathan Paul "Jony" Ive KBE (born 27 February 1967) is an English designer and the Senior Vice President of Industrial Design at Apple Inc.