Technology + Design = Apple?

A few months ago, I sat with John Sculley, the former CEO of Apple, who described Steve Jobs' primary design principle: "Not what you can add, but what you can remove." It reminded me of the first law I outlined in my book The Laws of Simplicity, that, "The simplest way to achieve simplicity is through thoughtful reduction." This philosophy runs counter to a typical tech company's approach, where the goal is always to upgrade and add as opposed to subtract. It's true, for the consumer to pay more and get less defies conventional wisdom and seems to contradict economic principles. But simplified technology doesn't necessarily mean less functionality. Apple products aren't simple technologies by any stretch, but there is a beautiful simplicity to them.

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