When people think of good design today, Apple almost always comes to mind. The iPhone, the MacBook, the iPod, all are celebrated as icons of modern minimalism. But what most people don’t realize is that Apple’s design DNA can be traced back to a single German designer from the 1960s: Dieter Rams.
Apple’s legendary design chief, Jony Ive, has openly admitted that Rams’ work for Braun shaped Apple’s entire design philosophy. From the Braun ET66 calculator, which looks nearly identical to Apple’s early calculator app, to the Braun T3 radio, which resembles the first iPod, the parallels are undeniable. Steve Jobs himself once said Apple’s goal was “simplicity that’s not simple-minded” — a phrase that echoes Rams’ famous motto: “Less, but better.”
Who Was Dieter Rams?
Dieter Rams was born in Wiesbaden, Germany in 1932. He trained as an architect, but in 1955 he joined Braun, a German electronics company. At the time, Braun was experimenting with modern design under the influence of the Bauhaus school, and Rams quickly rose to become Chief Design Officer.
He wasn’t flashy, and neither were his designs. Rams believed that products should serve people, not overwhelm them. His work stripped away ornamentation and focused on clarity, honesty, and function.
Rams’ 10 Principles of Good Design
In the 1970s, concerned about the state of product design becoming “chaotic and meaningless,” Rams summarized his philosophy into what became known as the 10 Principles of Good Design. A few highlights:
- Good design is innovative. Technology changes, but design should always push forward.
- Good design is unobtrusive. Products shouldn’t dominate a user’s life — they should quietly support it.
- Good design is long-lasting. A well-designed object doesn’t follow trends; it transcends them.
- Good design is as little design as possible. Rams famously said: “Less, but better.”
These ideas didn’t just define Braun — they redefined modern design worldwide.
The Apple Connection
When Jony Ive became Apple’s design chief in the late 1990s, he embraced Rams’ philosophy almost completely. Apple products mirrored Braun’s restraint: smooth surfaces, clean geometry, intuitive interfaces.
In fact, design critics often joke that the iPod was simply a Braun radio with a scroll wheel. And it’s not just the products — Apple’s famous minimalist packaging, the all-white aesthetic, and the focus on user experience all trace back to Rams.
