I discovered that the best innovation is sometimes the company, the way you organize a company. The whole notion of how you build a company is fascinating." Steve Jobs
Walter IsaacsonI've asked Jobs why he didn't get an operation then and he said, 'I didn't want my body to be opened... I didn't want to be violated in that way.'
Walter IsaacsonSo thatโs our approach. Very simple, and weโre really shooting for Museum of Modern Art quality. The way weโre running the company, the product design, the advertising, it all comes down to this: Letโs make it simple. Really simple.โ Appleโs design mantra would remain the one featured on its first brochure: โSimplicity is the ultimate sophistication.
Walter Isaacson