Peter Sidell

“At Apple, we never would have dreamed of doing that, and we never staged any A/ B tests for any of the software on the iPhone. When it came to choosing a color, we picked one. We used our good taste—and our knowledge of how to make software accessible to people with visual difficulties related to color perception—and we moved on.”
― Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

“They detest you only because you stand so high above other men, and that is something that mediocre souls can never endure. And yet in each one of us lies the latent faculty of surpassing others. Of that I am sure.”
― Mika Waltari, The Wanderer

“Taste is developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole.”
― Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

“We always started small, with some inspiration. We made demos. We mixed in feedback. We listened to guidance from smart colleagues. We blended in variations. We honed our vision. We followed the initial demo with another and then another. We improved our demos in incremental steps. We evolved our work by slowly converging on better versions of the vision. Round after round of creative selection moved us step by step from the spark of an idea to a finished product.”
― Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs