Steve Jobs repeatedly emphasized that Apple's products would be clean and simple. Simplicity is the ultimate sophistication, according to Leonardo da Vinci. We will make them bright and pure and honest about being high tech, rather than a heavy industrial look of black, black, black like Sony he preached. So that's our approach, very simple. And we're really shooting for a museum of modern art quality.
What I learned from reading Steve Jobs by Walter Isaacson.