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Keep It Simple: The Early Design Years of Apple
The true design story behind the evolution of Apple computers An inspiring collaboration of Steve Jobs and author Hartmut Esslinger 380 illustrations that takes a step by step view of the most famous brand that s still a dominating force today Keep it Simple is the authentic story of the collaboration between Steve Jobs and Hartmut Esslinger, which began in 1982. The ...more
Paperback, 296 pages
Published January 7th 2014 by Arnoldsche Verlagsanstalt GmbH
(first published November 7th 2013)
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I've been following the Apple story since I first encountered a friend's Apple II+ in 1982. Hartmut Esslinger's perspective on the early days of Apple is invaluable. His sharing of the design concepts he and his team at frog design developed is invaluable. I'm sure he wouldn't put it this way, but he could characterize much of the interaction with Steve Jobs as "getting Steve to see my way on design". To be sure, this is not a bad thing. Getting see the rarely (or never before seen) designs that ...more
Great in-depth musings and documents by the founder of frog design on their legendary collaboration with Apple and Steve a jobs in the company's early days. Sometimes the author over sells their innovations, but it was a treat to see the in-progress design concepts and more insight into the world of industrial design there. Surprisingly thorough assessments of the corporate culture of that era's Apple, and how the company struggled to. Reorganize itself around design as a grinding tenet. Jobs ...more