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Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

Jonathan Ive
Philosophical, Goal, Simplicity
"Jonathan Ive interview: simplicity isn't simple". Interview with Shane Richmond, www.telegraph.co.uk. May 23, 2012.
Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.