Apple encourages big thinking but small everything else.

In the late 1970s, Jef Raskin, a pioneering technologist who was one of Apple’s earliest employees, sketched out a radical vision for the future of computing.

Computers, he argued, should work like home appliances. The ideal computer would require almost no learning curve or upkeep. You wouldn’t have to upgrade its operating system, say, or install ... See more

Janoff came up with a simple apple shape in two versions, one whole and the other with a bite taken out of it. The first looked too much like a cherry, so Jobs chose the one with a bite. He also picked a version that was striped in six colors, with psychedelic hues sandwiched between whole-earth green and sky blue, even though that made printing th

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The greatest thing Jobs designed was his business. Apple imagined and executed definite multi-year plans to create new products and distribute them effectively. Forget “minimum viable products”—ever since he started Apple in 1976, Jobs saw that you can change the world through careful planning, not by listening to focus group feedback or copying ot... See more