Apples design wizard Jony Ive and senior vice president of Software Engineering Craig Federighi, sat down for a rare interview today to discuss iOS 7. Speaking to USA Today, the pair talked about design philosophies, collaborations and tackling competition in the mobile market.

I think a lot of people see simplicity as the lack of clutter. And that’s not the case at all.” Said Jony. He added: “True simplicity is, well, you just keep on going and going until you get to the point where you go, ‘Yeah, well, of course.’ Where there’s no rational alternative.”

Jony rarely discusses his work, making this an insightful and genuinely great read. Federighi also contributes by arguing the need to focus on quality, rather than specifications.

Make sure to visit USA Today to read the full piece.

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