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

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

As we did all this mixing and combining of our seven essential elements, we always added in a personal touch, a little piece of ourselves, an octessence, and by putting together our goals and ideas and efforts and elements and molecules and personal touches, we formed our approach, an approach I call creative selection.

But if you’re expecting to read a handbook about the “Seven Elements That Made Apple Great,” I hope you’ll see that working in the Apple style is not a matter of following a checklist.