Gizmodo puts Dieter Rams' designs at Braun next to Jonathan Ives' designs at Apple.

10 principles of design according to Rams:

• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design helps us to understand a product.
• Good design is unobtrusive.
• Good design is honest.
• Good design is durable.
• Good design is consequent to the last detail.