At Apple, we never would have dreamed of doing that, and we never staged any A/ B tests for any of the software on the iPhone. When it came to choosing a color, we picked one. We used our good taste—and our knowledge of how to make software accessible to people with visual difficulties related to color perception—and we moved on

Apple is a study in creating an environment where an extraordinary ONE Thing can exist while transitioning to another extraordinary ONE Thing. From 1998 to 2012, Apple’s ONE Thing moved from Macs to iMacs to iTunes to iPods to iPhones, with the iPad already jockeying for the pole position at the head of the product line. As each new “golden gadget”

STEIN GREENBERG: The word design can be a noun, it could be like the thing you make, or it could be how you make something. And at the d.school we actually mean both. Let me start with an example. A number of years ago we had four incredible students who were coming from very different disciplinary backgrounds. There were two medical students, a c