"Fruit - an apple," he said. "That simplicity is the ultimate sophistication. What we meant by that was when you start looking at a problem and it seems really simple with all these simple solutions you don't reallly understand the complexity of the problem. And your solutions are way too oversimplified, and they don't work. They get into the problem, and you see it's really complicated. And you come up with all these convoluted solutions. That's sort of the middle, and that's where most people stop, and the solutions tend to work for a while. But the really great person will keep on going and find, sort of, the key, underlying principle of the problem. And come up with a beautiful elegant solution that works."
- Quoted from The Perfect Thing: How the iPod Shuffles Commerce, Culture, and Coolness by Steven Levy
