Demos like this were the foundation of the Apple software development process, as you’ll see in the case of this iPad demo and as I’ll describe in many other demos throughout this book.

We always started small, with some inspiration. We made demos. We mixed in feedback. We listened to guidance from smart colleagues. We blended in variations. We honed our vision. We followed the initial demo with another and then another. We improved our demos in incremental steps. We evolved our work by slowly converging on better versions of the