Insanely simple: the obsession that drives Apple’s success

Well, nature has this thing about “balance.” While there exists this wonderful idea called Simplicity, there also exists that dark cloud called Complexity

not just human beings who prefer it. This preference is burned into the basic wiring of all living cells.

As Simplicity becomes more rare, it also becomes more valuable. So your ability to keep things simple, and protect things from becoming more complicated, becomes more valuable as well.

fact: People prefer Simplicity.

Simplicity doesn’t spontaneously spring to life with the right combination of molecules, water, and sunlight. It needs a champion—someone who’s willing to stand up for its principles and strong enough to resist the overtures of Simplicity’s evil twin, Complexity

The quick answer: It ain’t easy.
Simplicity is not merely a layer that can be grafted onto a business. It isn’t available in a prepackaged version. It doesn’t work with an on/off switch. Yet it’s there for absolutely anyone to take advantage of, if only they have the determination and knowledge.

ed in the mind of Steve Jobs, it’s now burned deep into the company’s DNA, serving as a guide for legions of employees around the world. It pays off in the satisfaction that comes with sparking revolution after revolutio

While Apple’s love of Simplicity started in the mind of Steve Jobs, it’s now burned deep into the company’s DNA,

Apple’s focus on Simplicity is unique. It goes beyond enthusiasm, beyond passion, all the way to obsession.

Every one of Apple’s revolutions was born of the company’s devotion to Simplicity.