CHAPTER 10Simplicity Is the Ultimate Sophistication

The way we approach design is by trying to achieve the most with the very least. We are absolutely consumed by trying to develop a solution that is very simple, because as physical beings we understand clarity.

—JONATHAN IVE, APPLE DESIGN GURU

A simple two-by-two printed table tells you everything you need to know about how Steve Jobs creates innovative products that people love. In a 1998 Macworld presentation in New York, Jobs acknowledged that Apple had been in a death spiral one year earlier and was taking the first steps to nurse itself back to health. The prescription called for a reduction in the number of products Apple offered. Jobs outlined the strategy as follows:

When we got to ...

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