The nature of simplicity in Apple design

Abstract

Simplicity is acknowledged to be an important criterion of design at Apple. Yet, the nature of this simplicity has yet to be clearly elucidated. The purpose of this article is to unpack the concept of simplicity as it is applied in Apple’s design philosophy. In particular, aspects of simplicity including integrity, essence, deference, style, and honesty are characterized and explored using examples of Apple products. Tensions among these qualities are also examined.

Keywords:

• Apple
• design
• simplicity
• Steve Jobs
• Jonathan Ive

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Cameron Shelley

Cameron Shelley is a lecturer with Centre for Society, Technology and Values at the University of Waterloo. His research interests are in the ideology and ethics of design, the role of models in design, and the social impact of technology.