INDEX

Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.

Advertising, 36–37, 78–79

app ads, 80

hero-villain, 63–64

iPod, 83–84 (See also iPod)

iTunes, 83–84 (See also iTunes)

selling an experience, xii, 80–82

simplicity, 90

Altair, 30

Amelio, Gil, 13, 167

Analog, 3–14

Analogies, 108–12, 122–25

Anaphora, 217

Angelou, Maya, 151

Antagonists, 63–73, 220, 230, 233

big picture, 68–69

religious dimension, 68

storytelling tool, 71–73

AOL, 212

App Store, 80, 222

Apple Computers, 76, 102

comprehensible technology, 87

employees, 133–34

market share, 106

mission of, 68

rumors, 145

without ...

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