Creative selection : inside Apple's design process during the golden age of Steve Jobs

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Hundreds of millions use Apple products daily, yet only a few are involved in their creation. This narrative offers a glimpse into Apple during its prime, focusing on Steve Jobs's 'second act' through the eyes of Ken Kocienda, a principal software engineer behind some of Apple's most iconic products. Kocienda embodies the belief that technology should seamlessly integrate with human interaction. He provides an insider's perspective on Apple's creative process, drawing from his fifteen years at the company, where he developed user-friendly software for the iPhone, iPad, and Safari web browser. His anecdotes reveal the intricate relationship between software and product development, making the tech world accessible to those unfamiliar with programming. Kocienda shares experiences of struggle and triumph, highlighting lessons learned throughout his career. He introduces key elements of innovation—such as inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy—offering insights into a productive work culture. This insider's account illustrates how a small team at Apple pioneered an evolutionary design model, leading to the creation of groundbreaking, intuitive software that millions rely on every day.