Sublime

of type you’d see in magazines, anything that might look familiar to people. The goal, always, was real-world references. I was from suburban Philadelphia, so I named the fonts after stops on the Paoli Local—so Rosemont, Paoli, Ardmore, Overbrook. Steve thought city names were fine, but he asked why would we pick these little cities that nobody had

intentional treats.

In our final design, we made punctuation and numbers available under a separate layout accessible by tapping a .?123 key. We worried there would be howls and complaints about the inconvenience of this arrangement, but it turned out to be one of those things that people adapted to readily and accepted without much fuss.

My goal is to share our approach with you—to explain the way we worked. To begin this discussion, I have identified seven elements essential to Apple’s software success: Inspiration: Thinking big ideas and imagining what might be possible Collaboration: Working together well with other people and seeking to combine your complementary strengths Craf

Neither Ive, nor anyone else at Apple,

He wanted Apple products to be great, and he insisted on being involved in the process as it went along, to guide the development of the work through his reviews. That’s why I was waiting to show him my demo. He wanted to see my latest progress and then push the work toward his ideal with his feedback and suggestions. It was a

Steve used demo reviews to judge for himself whether features met this basic usability standard. When he gave me the specific feedback to remove one of the two keyboards from my iPad demo, it had a cascade effect toward greater simplicity.

We put this demo on the schedule for the next round of iPad reviews, where Henri, Greg, and Scott looked at the latest demos.