Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
Ive explained the use of colors as a way to make the iMac “more egalitarian, more accessible, and more open.” Instead of going into a computer store and making a decision based on the speed of a computer’s processor and the size of its hard drive, customers were simply asked which color they wanted.
Max Chafkin • Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
adds to confusion and clutter.
Max Chafkin • Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
Macintosh had been an under-resourced research project, a prototype with no clear path to shipping. Steve saw it had a chance to be the future of the personal computer industry.
Max Chafkin • Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
The Newton group was more like a startup at the time, and so for once I was able to execute some of the ideas we’d had in the design group. It wasn’t until Jobs came back that what we were trying to do got any traction outside of the Newton group. DOUG SATZGER, industrial design creative lead (now vice president of industrial design at Intel) We wo
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Neither Ive, nor anyone else at Apple,
Max Chafkin • Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
failure to understand what Steve was trying to do with user experience.
Max Chafkin • Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
Ron Johnson wanted to brainstorm what it was going to be. We had the global head of customer service for the Ritz-Carlton and two kids who sold Macs at CompUSA. We had the architects who were going to design the store. We had this incredibly brilliant graphic artist. We sat in that room for a couple of days. That’s where the Genius Bar was invented
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There was a debate [on the Lisa] team about the mouse. Was it going to have a mouse, and how many buttons should it have? Steve and I wanted one button, because if there’s one button, you never have to think about it. One of the former Xerox guys argued for six buttons. He said, “Look, bartenders have six buttons on those drink dispensers, and they
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Outsiders have tended to assume that because cofounder and longtime CEO Steve Jobs was a champion of products in which hardware and software work together seamlessly, Apple itself was a paragon of cross-collaboration. In fact, the opposite was often true. And though Jobs was without a doubt the single most important figure in the company’s history,
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started while Jobs was running Pixar and NeXT.