"Then you go after the problem and you start working on it, and you start encountering all the edges, and all the complexities, and all the issues that happen at scale and all of the unforeseen consequences to your particular solution. Your understanding goes from simple to complex and so does your solution. You start to be in the space of complexity—and often technical complexity too. All for what once was a “simple” solution to a common problem. Where Apple always pressed was to keep going, keep going past not only your simple solution to a simple problem, but also past your complex solution to a problem that you really now understand back to a place where it’s simple again. Where you have simplified the solution to such a degree that the people who are not deeply immersed in the problem will look at the solution and say, ‘Of course, that’s the way to solve it.’ They’ll have that same experience that you had in the beginning."