Simplicity not only enables Apple to revolutionize—it enables Apple to revolutionize repeatedly.

The Apple brand stood for quality, design, and Simplicity, and the Apple Stores brought all three of these things to life.

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.

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

Mike’s team had been charged with developing a simple way to turn a home movie into a DVD, an app that would later show up as iDVD (one of the iLife apps). He and a partner worked hard to develop their ideas for an interface that would be user-friendly enough for Steve, and prepared to share their work with him by creating all kinds of sample scree

Being competitive without being arrogant is a difficult thing.

So, can Simplicity help you build the next Apple? Not unless you have a few thousand of the industry’s best people on call. Can Simplicity help you achieve spectacular results for your business? Absolutely. That’s because Simplicity is not the goal—it’s the guiding light that can help a business achieve its goals.

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.