it's simple, stupid

The secret of success?

"It sounds unremarkable and even naïve, but it's our obsession with making really great products. It's at the heart of everything we do. I don't understand how you can exist as a company and not have it.

Not us speaking, but we echo the sentiment entirely. The quote was uttered by Jonathan Ive, Apple's senior vice president of industrial design. More in an article here.