One direct result of that sharpened focus is Apple's unique ability to create simple products. Though the idea of a simple high-tech device seems counterintuitive (why not offer more functionality if you can?), it's worked for Apple.
"The hardest part of design, especially consumer electronics," says Norman, "is keeping features out." Simplicity, he says, is in itself a product differentiator, and pursuing it can lead to innovation.
Rolston agrees. "The most fundamental thing about Apple that's interesting to me," he says, "is that they're just as smart about what they don't do. Great products can be made more beautiful by omitting things."
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