By Max Chafkin
Apple Inc. is without doubt one of the such a lot successful—and influential—companies of our time, the transformational innovator that made pcs not only own yet appealing daily gadgets. know-how met layout, and our tradition was once altered ceaselessly.
And but little or no is understood approximately existence within Apple. the corporate is pathologically secretive—even with its personal designers—about the way it comes up with its groundbreaking items: iMac, iPod, iPhone, iPad, and the subsequent “insanely nice” factor at the horizon. the following, for the 1st time, the lads and girls who labored for and along Steve Jobs percentage their striking thirty-year tale. How Apple survived approximately catastrophic failure early on. How Jobs and his workforce got here to appreciate and execute layout like not anyone else. and the way their philosophy eventually replaced the area.
This quick corporation unique booklet is not like the other booklet approximately Apple. writer Max Chafkin led a staff of newshounds that spent months interviewing greater than fifty former Apple professionals and insiders, lots of whom had by no means spoken publicly approximately their paintings. the result's a compelling and deeply revealing oral background of the way layout developed on the such a lot inventive firm of our time, the corporate that one former government says “taught the area taste.”
Former colleagues describe Jobs at his so much awesome and bombastic—hurling unsatisfactory items around the lab and insulting staff, but additionally singling out and celebrating craftsmanship and unique paintings. no doubt, Jobs is the one most vital determine within the company’s background. yet ignored in Apple’s rigorously cultivated mythology are the opposite inventive women and men who’ve left an indelible mark on Apple, a few of whom imagine they deserve even more of the credits. At Apple, the stakes have been sizeable, and so have been the egos.
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Extra info for Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
Tangerine did an amazing job and built some wonderful models. When Jony came over to show them, it was a beautiful, sunny weekend in California. And when I asked again if he was interested, he said yes. THOMAS MEYERHOFFER, senior industrial designer, Ive’s first hire (now runs his own design firm) We wanted to put design forward as a competitive tool for Apple, but nobody really understood what design could do. There was a great urge from us in the design group to say, “Apple is different, Apple has always been different,” because at the time everything was beige.
You had to create visual stimuli for him to discover and interact with whatever you were working on. He would then either chuck it across the room, which was a no, or he’d say “Maybe” or “This is nice,” and put it in a little stack. That interaction became your brief. I always felt that Steve had a number in his head from 1 to 100, and you, in three or four meetings, had to pick that number … without talking. TOM SUITER, creative director of CKS Group, an ad agency he cofounded after leaving Apple that had done work for Pixar and NeXT (now founder of The Bureau, a brand consultancy) When Steve came back, he copied me on an e-mail.
No. Yes. There’s video on YouTube of Steve presenting the ad for the first time. He’s wearing shorts and he looks really tired. Well, we were up till three o’clock in the morning getting his approval on a voice-over. We sent a bunch of voice-overs to Steve, with the one with his voice being the recommendation. He called me and said, “I was listening with my wife, and there’s only one voice worth listening to: Richard Dreyfuss. ” “The Apple brand has clearly suffered from neglect … and we need to bring it back,” Jobs began in the presentation.
Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple by Max Chafkin