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Insanely Simple: The Obsession That Drives Apple's Success
This push for simplicity had a purpose. Even though he was a high-tech CEO, Steve could put himself in the shoes of customers, people who cared nothing for the ins and outs of the software industry. He never wanted Apple software to overload people, especially when they might already be stretched by the bustle of their everyday lives.
from Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs by Ken Kocienda
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