Dieter Rams, simply put, has created some of the most beautiful objects of the 20th Century. But their beauty was never the point–it was an afterthought. The modernist maxim, ‘less is more’, was Rams’ key principle, applying it to all his most famous designs made at Braun since becoming Chief of Design in 1961. Jonathon Ive, the Senior Vice President of Design at Apple, also the designer of the iMac, iPod, and iBook, is known for his obsession with Rams’ work, evident across Apple’s entire product range. Rams, like so many other greats, was a man of principle. He outlines every single one (there are ten) in the second video below, using the best German accent you’ve heard since that crazy Hitler video.