Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

“None of my inventions came by accident. I see a worthwhile need to be met and I make trial after trial until it comes. What it boils down to is one per cent inspiration and ninety-nine per cent perspiration.”

That explanation is too simple.

Steve figured that the best way to answer difficult questions like these was to avoid the need to ask them.

My friend continued to respect Steve’s taste, even though he deplored his temperament.

Bas never expressed any disappointment over his zoom animation getting deleted either. Seeing good work wind up on the cutting room floor was part of the job.

Without a person at (or near) the helm who thoroughly understands the principles and elements of Design, a company eventually runs out of reasons for design decisions . . . Without conviction, doubt creeps in. Instincts fail . . . When a company is filled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple lo

Demos were fundamental to our work at Apple. We used them to highlight the potential, explore the concepts, show the progress, prompt the discussion, and drive the decisions for making our products.

easier to use over time. He wanted products and their software to speak for themselves. He realized that, in most cases, nobody would be standing over the shoulder of a person who is having their first experience with software, carefully describing every nuance of every feature. Sure, in a place like an Apple retail store, staff are always on hand

Note how Scott introduced my demo with just enough words to communicate to Steve what was next on the agenda, where he should turn his attention, and who I was. I, in turn, used the minimum number of words necessary to direct Steve’s attention further, so he knew exactly what to look at. After that, Steve looked carefully at the software and asked