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

By Max Chafkin

Apple Inc. is among the so much successful—and influential—companies of our time, the transformational innovator that made pcs not only own yet attractive daily items. expertise met layout, and our tradition was once altered eternally.

And but little or no is understood approximately lifestyles 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. right here, for the 1st time, the lads and ladies who labored for and along Steve Jobs percentage their impressive 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 finally replaced the realm.

This quickly corporation unique book 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 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 govt says “taught the realm taste.”

Former colleagues describe Jobs at his such a lot excellent 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 background. yet neglected in Apple’s rigorously cultivated mythology are the opposite creative 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 tremendous, and so have been the egos.

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We took the guts and the operating system of the Newton and put it in a clamshell. The idea was a very simplified computer for kids. That’s where the whole translucent, bulbous form of the iMac got started. THOMAS MEYERHOFFER At the time, every laptop you’d seen before was square and a big chunk of beige plastic. I wanted to make this product look light and fun, to give it some sort of sophistication. And because nobody knows what’s inside those beige boxes, I wanted to give the feeling of knowing that there’s something intelligent in there.

Things were even worse in the software division. Microsoft Windows, once seen as an inferior copycat, had taken over the PC market. Rather than focus on building a next-generation operating system—and addressing the root of the company’s woes—Apple executives tried to improve market share (and keep software developers from defecting) by licensing the Mac OS to several hardware companies. ” These lower-cost clone computers, marketed under brands like SuperMac, Genesis, and Power Computing, may have slightly helped Apple’s operating-system market share, but they further eroded the company’s brand.

The “Godfather of the iPod” is Tony. And there’s “Mr. iPod,” Rubinstein. It’s like none of those three guys can accept that it was a team of people who changed the world when they created this product. TONY FADELL I started in January 2001 as a contractor. I hired my guys and then a bunch more people. The idea was “1,000 songs in your pocket”—a long-battery-life device that syncs with the Mac. JON RUBINSTEIN It was a tiny team that did the first iPod—twenty people maybe. We had a hundred people in the power supply group, a hundred people in the display group.

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