Sublime

The result was that the Macintosh team came to share Jobs’s passion for making a great product, not just a profitable one. “Jobs thought of himself as an artist, and he encouraged the design team to think of ourselves that way too,” said Hertzfeld. “The goal was never to beat the competition, or to make a lot of money. It was to do the greatest thi

Apple didn’t invent direct manipulation—a computer scientist named Ben Shneiderman

The Newton group was more like a startup at the time, and so for once I was able to execute some of the ideas we’d had in the design group. It wasn’t until Jobs came back that what we were trying to do got any traction outside of the Newton group. DOUG SATZGER, industrial design creative lead (now vice president of industrial design at Intel) We wo

One of the things people value about Scandinavian design is that, generally, objects don’t draw attention to themselves. They are plain, functional and offer the user something “honest,” in Saarinen’s assessment. Linear’s leap forward in software development is that it is designed to be honest in this way, to literally not draw attention to itself

Outsiders have tended to assume that because cofounder and longtime CEO Steve Jobs was a champion of products in which hardware and software work together seamlessly, Apple itself was a paragon of cross-collaboration. In fact, the opposite was often true. And though Jobs was without a doubt the single most important figure in the company’s history,