I have always believed that simplicity is about doing both: subtracting the obvious, and adding the meaningful. The question, of course, is what is meaningful? — and the answer indeed depends on the cultural context and constraints of the decision being made or product being rendered.

via How Jony Ive's Apple iOS 7 Hinders the Future of Design: Wired Opinion.

If you've not read John Maeda's The Laws of Simplicity, now is the time to do so.