Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple

To succeed where the Newton didn’t, I would need to do more than solve the next technical problem. It wouldn’t merely be a matter of coding craft. The keyboard was different. None of us knew how a touchscreen keyboard was supposed to work. I had to constantly ask myself whether what seemed like a good solution to me was actually a good solution. I

This push for simplicity had a purpose. Even though he was a high-tech CEO, Steve could put himself in the shoes of customers, people who cared nothing for the ins and outs of the software industry. He never wanted Apple software to overload people, especially when they might already be stretched by the bustle of their everyday lives.