Apple's senior vice president of industrial design Jonathan Ive is prepared to work hard to create the illusion of simplicity.
The Daily Telegraph has published a rare interview with the UK-born designer.
As well as design, the report looks at the intensely protective way Apple treats its more senior executives, and the company's seeming desire that its business leaders share no information about themselves as personalities.
"It is the sort of instruction normally given before an audience with the Pope, or even Cherie Blair, rather than a chat with a designer at a computer company," writes David Derbyshire.
Ive seems to see design as an extension of corporate responsibillity: "It's sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care," he said.
"One object speaks volumes about the company that produced it and its values and priorities," he added.
The designer relates some of the features of the new iMac G5 - its easy-to-move screen, its power status light, and the magnetic remote control, and explains the hidden complexities that go into creating such seeming simplicity.
"Even the material for the metal base was specially designed so that the machine did not slip when the screen was being tilted back," the report adds.
The interview also reveals Ive to be a soft-spoken 38-year old music fan who drives an Aston Martin. Ive also still gets a thrill when people approach him to talk about how an iPod changed their music life.