Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple

He repeatedly emphasized that Apple’s products would be clean and simple. “We will make them bright and pure and honest about being high-tech, rather than a heavy industrial look of black, black, black, black, like Sony,” he preached. “So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re run

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“But the desire to ship quickly was counterbalanced by a demanding, comprehensive perfectionism. Most commercial projects are driven by commercial values, where the goal is to maximize profits by outperforming your competition.

In contrast, the Macintosh was driven more by artistic values, oblivious to competition, where the goal was to be transcend

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