Samsung's design chief wants technology to get out of the way. Mauro Porcini, who steers the company's creative vision, pushed back against the assumption that innovation means piling on more features and faster processors. Speaking at Milan Design Week, he argued that the real work of design now is making AI and devices serve human needs, not the reverse. His framing flips a tired conversation. Instead of asking "what can technology do," designers should ask "what does this person actually need to feel less stressed, more connected, more human." The implicit criticism stings: much of consumer tech right now makes us dependent on notifications, upgrades, and digital ecosystems we didn't ask for. Porcini's call for "love" in design sounds almost romantic until you realize he's talking about restraint. A phone that doesn't buzz constantly. An AI that knows when to shut up. A TV that doesn't demand your attention. Samsung's credibility on this front remains questionable, given it manufactures the notification machines most of us can't escape. But when someone selling you a device tells you the goal is freedom from devices, at least they're acknowledging the problem. Whether they'll act on it is another story.