Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple
Format: PDF / Kindle (mobi) / ePub
Apple Inc. is one of the most successful—and influential—companies of our time, the transformational innovator that made computers not just personal but beautiful everyday objects. Technology met design, and our culture was altered forever.
And yet very little is known about life inside Apple. The company is pathologically secretive—even with its own designers—about how it comes up with its groundbreaking products: iMac, iPod, iPhone, iPad, and the next “insanely great” thing on the horizon. Here, for the first time, the men and women who worked for and alongside Steve Jobs share their remarkable thirty-year story. How Apple survived nearly catastrophic failure early on. How Jobs and his team came to understand and execute design like no one else. And how their philosophy ultimately changed the world.
This Fast Company original ebook is unlike any other book about Apple. Author Max Chafkin led a team of reporters that spent months interviewing more than fifty former Apple execs and insiders, many of whom had never spoken publicly about their work. The result is a compelling and deeply revealing oral history of how design evolved at the most creative enterprise of our time, the company that one former executive says “taught the world taste.”
Former colleagues describe Jobs at his most brilliant and bombastic—hurling unsatisfactory products across the lab and insulting employees, yet also singling out and celebrating craftsmanship and original work. Without a doubt, Jobs is the single most important figure in the company’s history. But overlooked in Apple’s carefully cultivated mythology are the other ingenious men and women who’ve left an indelible mark on Apple, some of whom think they deserve much more of the credit. At Apple, the stakes were big, and so were the egos.
was gone, and Apple started falling apart. But toward the end of college, I remember reading this article where Steve said the interface buttons were so beautiful you wanted to lick them. I had to see it. My uncle had just bought a white iBook, and I played with Mac OS X and I was like, This is amazing. I had become an entrepreneur by then, and at the time I had never considered working for anyone, ever. But I was falling deeply in love with Apple again—and the idea of going to work for Apple.
design was perhaps best epitomized by Game Center, a social networking app for iPhone games released in September 2010. Game Center took Jobs’s preference for visual metaphors that reference the physical world—known to designers as skeuomorphism—to garish new extremes. NITIN GANATRA Game Center was a rough one. All the faults with skeuomorphism were front and center. It started as this green felt thing, and they struggled to come up with something that was a true metaphor. JASON
daring minds at work on some of the most influential TV shows and movies: Homeland, Mad Men, The Sopranos, Lost, Girls, The Departed, The Producers, and more. A Who’s Who of studio heads, directors, writers, and performers take you deep inside their creative process, including Martin Scorsese, Conan O’Brien, Judd Apatow, Mindy Kaling, and Lena Dunham. If you enjoyed Design Crazy, you’ll also enjoy … Read an excerpt at Byliner.com Everyone’s Reading Bastard By Nick Hornby Newspaper
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. So I used a translucent plastic, because that’s the only way you can do that. It gave the product more life. All this happened outside of the main company structure. The Newton group was more like a startup at the
lollipops. “Collect all five,” one ad said. Another promised, “No artificial colors.” JEFF ZWERNER There was an ad that said YUM, in big Apple Garamond [type] under a picture of these gumdrop iMacs. It worked. It conjured this playful feeling. It was beautiful. CHRIS CUNNINGHAM, design director of Acco Brands, maker of Swingline staplers That’s when we developed our candy-colored staplers. They had that same kind of Apple feel, like the iMac. MICHAEL BOEHM, designer of the