Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs

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An insider’s account of Apple’s creative process all the way through the golden years of Steve Jobs.

Hundreds of millions of people use Apple products each day; several thousand work on Apple’s campus in Cupertino, California; but only a handful sit down at the drawing board. Creative Selection recounts the life of one of the crucial few who worked in the back of the scenes, a highly-respected software engineer who worked in the final years of the Steve Jobs era―the Golden Age of Apple.

Ken Kocienda offers an inside look at Apple’s creative process. For fifteen years, he was once on the ground floor of the company as a specialist, directly responsible for experimenting with novel user interface concepts and writing powerful, easy-to-use software for products including the iPhone, the iPad, and the Safari web browser. His stories give an explanation for the symbiotic relationship between software and product development for individuals who have never dreamed of programming a pc, and reveal what it was once like to work on the cutting edge of technology at one of the crucial world’s most admired companies.

Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation―inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy―and uses these as a lens through which to have in mind productive work culture.

An insider’s tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software which countless millions use each day.

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