In an interview with the Telegraph, long time Apple designer Jonathan Ive discusses his approach to design. The British designer, who has worked for the Cupertino company since 1992, is responsible for leading the design for such groundbreaking products as the iPod, the iPhone and the iPad.

Modestly, Ive explains that  his choices are pragmatic. He told the Telegraph: “We try to develop products that seem somehow inevitable. That leave you with the sense that that’s the only possible solution that makes sense. Our products are tools and we don’t want design to get in the way. We’re trying to bring simplicity and clarity, we’re trying to order the products.”

Follow this link to check out the whole interview.