Dieter Rams: “Less, but better.” The Designer Who Shaped Apple’s Aesthetic Dieter Rams, a pioneering German industrial designer, is best known for his work at Braun, where he developed a minimalist and functionalist approach to design. His guiding principle—“Less, but better”—emphasizes simplicity, clarity, and user-focused functionality. Rams also formulated the 10 Principles of Good Design, which advocate for products that are innovative, useful, aesthetic, and long-lasting.