Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

A simple life is not seeing how little we can get by with—that’s poverty—but how efficiently we can put first things first. . . . When you’re clear about your purpose and your priorities, you can painlessly discard whatever does not support these, whether it’s clutter in your cabinets or commitments on your calendar. (148)

People's interest is in the product, not in its authorship.

There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.

It never ceases to amaze me what it takes to develop and bring to mass production a product.

Our goal is simple objects, objects that you can't imagine any other way.