Simplicity is the ultimate sophistication (IM#229)

That's what Steve Jobs did during the initial phase of Apple and they still follow that principle. The goal of the Apple is always to make their product as simple as possible. The way they were running the company, the design of the product, and the advertising, all comes to one point: making it simple; really simple. Steve Jobs once told," The main thing in our design is that we have to make things intuitively obvious." And their approach is to make it very simple. Simplicity always wins. This is the reason why Apple is leading the Tech market these days. The goal of every organization should be to make its services and products as simple as possible because it is were consumers are comfortable. And yes, simplicity is the ultimate sophistication as it's proven...