Design Crazy: Good Looks, Hot Tempers, and True Genius at by Max Chafkin

By Max Chafkin

Apple Inc. is likely 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 items. know-how met layout, and our tradition was once altered without end.

And but little or no is understood approximately existence inside of 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 following “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 notable thirty-year tale. How Apple survived approximately catastrophic failure early on. How Jobs and his group got here to appreciate and execute layout like nobody else. and the way their philosophy eventually replaced the realm.

This speedy corporation unique booklet is in contrast to the other publication approximately Apple. writer Max Chafkin led a crew of newshounds that spent months interviewing greater than fifty former Apple pros and insiders, lots of whom had by no means spoken publicly approximately their paintings. the result's a compelling and deeply revealing oral historical past of the way layout advanced on the so much artistic firm of our time, the corporate that one former govt says “taught the area taste.”

Former colleagues describe Jobs at his such a lot marvelous and bombastic—hurling unsatisfactory items around the lab and insulting staff, but additionally singling out and celebrating craftsmanship and unique paintings. undoubtedly, Jobs is the only most crucial determine within the company’s heritage. 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 vast, and so have been the egos.

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TRIP HAWKINS Steve was pretty uncivilized back then. TOM SUITER When Steve was building the Mac factory in Fremont [California], we had to pick colors for the robotic equipment. There was a guy on my team who chose the Pantone colors for the robots, which were supposed to be gray. When it was time to look at the equipment, Steve went absolutely crazy. He flipped out and got in his car and drove like a hundred miles an hour back to Cupertino. I was in the backseat thinking, I’m going to die because we picked the wrong shade of gray.

The metaphor—the computer as a “bicycle for the mind”—have you heard this? That was very much a part of the way we talked about computers even when I was at Apple. Jobs’s inspiration—that computers could enhance human potential the same way that bicycles transformed our energy efficiency—seems obvious in retrospect, but the idea was radical at the time, even within Apple itself. In the early 1980s, the company was suffering through acute growing pains, beset by warring factions and destabilized by Jobs’s battle with the board of directors, who’d stripped him of his operating role.

DAVE MORIN When I was a kid—I’m not sure how old I was, maybe four or five years old—my grandfather bought the Macintosh Plus. As far back as my memory goes, I was in love with the Mac: the mouse, the interface, the fonts—the fonts were beautiful—the fact that if you put something in the trash, the can got bigger, and the sound when you emptied it. And the sad Mac face when the computer crashed. It seemed human, like it had a soul. I still have that computer. 3. “Here Lies the Guy Who Hired Jonathan Ive” 1992 Although the years of Steve Jobs’s exile are commonly viewed as an unrelentingly bleak period for Apple, the company enjoyed some success.

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