So that's our approach. Very simple, and we're really shooting for Museum of Modern Art quality. The way we're running the company, the product design, the advertising, it all comes down to this: Let's make it simple. Really simple. Apple's design mantra would remain the one featured on its first brochure: Simplicity is the ultimate sophistication.

Walter Isaacson Great Innovators e-book boxed set: Steve Jobs, Benjamin Franklin, Einstein (ed. Simon and Schuster, 2011) - ISBN: 9781451677607