In Aspen he was exposed to the spare and functional design philosophy of the Bauhaus movement,
which was enshrined by Herbert Bayer in the buildings,
living suites, sans serif font typography, and furniture on the Aspen Institute campus.
Like his mentors Walter Gropius and Ludwig Mies van der Rohe,
Bayer believed that there should be no distinction between fine art and applied industrial design.
The modernist International Style championed by the Bauhaus taught that design should be simple,
yet have an expressive spirit.
It emphasized rationality and functionality by employing clean lines and forms.
Among the maxims preached by Mies and Gropius were "God is in the details" and "Less is more."
As with Eichler homes, the artistic sensibility was combined with the capability for mass production.
Jobs publicly discussed his embrace of the Bauhaus style in a talk he gave at the 1983 design conference,
the theme of which was "The Future Isn't What It Used to Be."
He predicted the passing of the Sony style in favor of Bauhaus simplicity.
"The current wave of industrial design is Sony's high-tech look,
which is gunmetal gray, maybe paint it black, do weird stuff to it," he said.
"It's easy to do that. But it's not great."
He proposed an alternative, born of the Bauhaus,
that was more true to the function and nature of the products.
"What we're going to do is make the products high-tech,
and we're going to package them cleanly so that you know they're high-tech.
We will fit them in a small package,
and then we can make them beautiful and white, just like Braun does with its electronics."
He repeatedly emphasized that Apple's products would be clean and simple.
"We will make them bright and pure and honest about being high-tech,
rather than a heavy industrial look of black, black, black, black, like Sony," he preached.
"So that's our approach. Very simple, and we' re really shooting for Museum of Modern Art quality.
The way we're running the company, the product design, the advertising, it all comes down to this:
Let's make it simple. Really simple."
Apple's design mantra would remain the one featured on its first brochure:
"Simplicity is the ultimate sophistication."