appearing when you need it and completely disappearing when you don't need it

The other part of the process, and I'll bring in sort of the Apple side, was eliminating things from technology. And so one of our big sort of principles at Lotus is technology should appear when needed but disappear when not. We actually take pride in sort of not being front and center. And a lot of sort of Apple design philosophy is embedded into that, which is If you notice, most things with Apple products are actually minimal, where if there's not an LED needed, then they will take it out. If it doesn't need to sort of be near, it's not— basically the idea is to not constantly try to grab your attention. It should appear when you need it and completely disappear when you don't need it. You shouldn't even realize technology is there. It should sort of immerse itself in your life.