Jonathan Ive on simplicity

Jonathan Ive interview: simplicity isn't simple - Telegraph:
Simplicity is a word that comes up frequently in conversation with Ive but he is keen to emphasise that it has a specific meaning. "Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple."
In other words, simplicity is focus. It's the precise definition of an object or the exact purpose of it. Once that is in place, an object (or design project of any sort) can't not be simple. This may apply to writing too. If the article you are writing sticks to one point and one point alone, it will naturally end up being simple -- all words in it working towards achieving one single objective. That's simplicity right there.