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

These boots I’m wearing are made by Lucchese,

That turned into a full-page ad in the Wall Street Journal on the day the company went public.

Tolomeo lamp,

Marc Newson,

The challenge in delivering simplicity is, marketing wants to bring more functionality to bear, engineering wants to bring more options to bear—and all of that just

There’s no magic to the product planning cycle at Apple beyond a ruthless focus on a limited set of use cases. What each product does in the first iteration is going to be narrow, but those things are going to be airtight.

was willing to speak on the record for this story, preferring to let the work speak for itself—and to preserve the company’s fastidiously cultivated mythology. As a result, this is a story different from any other you’ve ever read about Apple. It is an oral history of Apple’s design, a decoding of the signature as told by the people who helped crea

There was an overarching idea of a computer your mom could use. So the typefaces couldn’t look like those weird monospaced computer fonts. I looked at Helvetica and Times New Roman and the kinds

Neither Ive, nor anyone else at Apple,