Tolomeo lamp,

Marc Newson,

These boots I’m wearing are made by Lucchese,

Neither Ive, nor anyone else at Apple,

failure to understand what Steve was trying to do with user experience.

under [then CEO] Gil Amelio, design didn’t mean anything. You’d design a product, and marketing would say, “Well, we only gave you $15 to do this and it’s gonna cost us $20, so we’re gonna badge a Dell computer or Canon printer.” We were a marketing-driven company that wasn’t focused on design or even delivering a product. We became just another PC

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

A lot of companies start the design process by blocking things out with wireframes, like, the contact list goes here, and there’s a big wireframe with an X through it. Apple would start with these gorgeous mock-ups in Photoshop and Flash—or Shockwave at the time. There’s no code behind it, and you can only do one thing, but you get the feel.

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