In our final design, we made punctuation and numbers available under a separate layout accessible by tapping a .?123 key. We worried there would be howls and complaints about the inconvenience of this arrangement, but it turned out to be one of those things that people adapted to readily and accepted without much fuss.

Demos were fundamental to our work at Apple. We used them to highlight the potential, explore the concepts, show the progress, prompt the discussion, and drive the decisions for making our products.

as part of a 2003 New York Times interview discussing the iPod, Steve drove his point home: Most people make the mistake of thinking design is what it [a product] looks like. People think it’s this veneer—that the designers are handed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and

But if you’re expecting to read a handbook about the “Seven Elements That Made Apple Great,” I hope you’ll see that working in the Apple style is not a matter of following a checklist.

Greg often provided the insight that some difficult development path was the best way to make our products easier to use.

The release of the iPod was as much a surprise to me as it was to everyone else, and this portable music player kick-started Apple’s shift from computers to personal technology.

Consider a mom who was busy with her daily routine, on a day she was worried about her sixteen-year-old son, who was home sick from high school and was taking care of himself. She was running a few minutes late getting to the office because there was bad traffic on the road, she had a report due later in the afternoon, and she was trying to fit in

My friend continued to respect Steve’s taste, even though he deplored his temperament.

While other companies design beautiful hardware, excel at marketing, hire good lawyers, and manufacture gadgets at scale, no other company makes software as intuitive, carefully crafted, or just plain fun. If there’s a unique magic in Apple’s products, it’s in the software, and I’ll tell you how we created some of the most important software in the