Keep it simple

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‘Keep it Simple’ narrates the collaboration between Steve Jobs and Hartmut Esslinger, starting in 1982, which transformed Apple into a global brand. This partnership marked the first time Strategic Design became central to Apple’s business strategy, transitioning the company from a technology-centric focus to one that prioritizes innovative, user-friendly products. While many books explore Jobs and Apple, this one uniquely reveals the internal evolution of the company, highlighting how Jobs harnessed design as a strategic core. It appeals not only to professionals aspiring to emulate Jobs’ success but also to the millions of Apple users and fans curious about the origins of the products they cherish. The narrative dispels myths surrounding Jobs and Apple, drawing from Esslinger’s extensive archive of sketches, images, and records to present an authentic account. ‘Keep it Simple’ chronicles a creative journey that faced significant challenges both within and outside Apple, offering a genuine look at the forces that shaped one of the most influential companies in the world.