“I think a lot of people see simplicity as the lack of clutter. And that’s not the case at all.

True simplicity is, well, you just keep on going and going until you get to the point where you go, ‘Yeah, well, of course.’ Where there’s no rational alternative.”

– Jony

“You know, you’re going to have some big message saying ‘Scanning!’ and buzz-buzz-zzz-zzz later it says ‘Authenticated,’ blink-blink-blink, with 10 seconds of animation,” he says, as Ive starts laughing.

“Ultimately we realized all that had to disappear,” says Federighi. “If it disappears, we know we’ve done it.”

// The boys, discussing the new fingerprint sensor and incredibly sophisticated powerful technology that you’re almost not aware of… vs. how it might work if someone else executed the feature.