Insanely Simple: The Obsession That Drives Apple's Success

He never lost sight of the fact that at the end of the day, technology is about people: what stirs their imaginations, what keeps them satisfied, and what makes them smile.

I had planned to first recap the strategy, so Steve could appreciate how each ad took a slightly different approach to fulfilling it. I was proud of the work and anxious to share. I only got about three sentences into my preamble when Steve jumped on me. In the blink of an eye, he went from focused to irritated. “Just show me the ads!” he said. “Ar

The quality of work resulting from a project increases in direct proportion to the degree of involvement by the ultimate decision maker.

brilliant engineers, designers, manufacturers, and marketers performing miracles through a rare combination of technology skills, artistic sensibility, and sheer bravado.

Simplicity is the love child of two of the most powerful forces in business: Brains and Common Sense.

Simplicity is an open book. The concept has to be quick. The customer has to get it in a second—like “phone, Internet, and iPod, all in one.” Customers need to be able to pick it up and start using it instantly. Most important, it has to improve our lives by an order of magnitude over what’s already available or create an entirely new category by i

The more formal the presentation, the more suspicious Steve seemed to get.

Simplicity can make itself known in many forms: products, strategies, corporate hierarchies, processes, ads, speeches, and a hundred other places. But nowhere is Simplicity found in such a concentrated form as the name of a new product.

Because the people who are crazy enough to think they can change the world . . . are the ones who do.