Atop the brochure McKenna put a maxim, often attributed to Leonardo da Vinci, that would become the defining precept of Jobs’s design philosophy: “Simplicity is the ultimate sophistication.

"Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

Apple inspires. Apple starts with Why.

the Apple Stores’ sleek minimalist design and close control over the consumer experience, the omnipresent advertising campaigns, the price positioning as a maker of premium goods, and the lingering nimbus of Steve Jobs’s personal charisma all contribute to a perception that Apple offers products so good as to constitute a category of their own.

But the most important lesson to learn from Jobs has nothing to do with aesthetics. The greatest thing Jobs designed was his business. Apple imagined and executed definite multi-year plans to create new products and distribute them effectively.

Apple at the core, its core value, is that we believe that people with passion can change the world for the better. … And that those people who are crazy enough to think they can change the world are the ones who actually do.

"Remember, design isn't just about aesthetics, it's about functionality too. Keep it simple, intuitive and effective. Inspired by "Design is not just what it looks like and feels like. Design is how it works.

An Apple employee copied Sony's design, circulated it to his bosses, and testified to these facts in court. From now on, when anyone heaps phrase on Apple's design excellence and superlative innovation, just point and laugh. Some of us have been saying for years that what Apple is really good at is ripping off other peoples' ideas and stealing the credit for them with slick marketing. This, right here, is the proof.

Despite their old marketing campaign, Apple is not the company "for the rest of us." Apple's primary goal is meeting Apple's goals, often without regard to who is hurt along the way.

"ظل شعار أبل هو الشعار الذي ظهر على أول منشور دعائي لها وهو: "البساطة هي جوهر الأناقة"."

Jobs: [audible gasps from the audience] Uh... You know, you can please some of the people some of the time, but...One of the hardest things, when you're trying to affect change, is that people like this gentlemen are right in some areas. I'm sure there are some things OpenDoc does, probably even more that I'm not familiar with, that nothing else out there does. And I'm sure that you can make some demos, maybe a small commercial app, that demonstrates those things. The hardest thing is, how does that fit into a cohesive larger vision that's gonna allow you to sell 8 billion dollars - 10 billion dollars of product a year? One of the things I've always found is that you've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it. I've made this mistake probably more than anybody else in this room, and I've got the scar tissue to prove it. And I know that it's the case. As we have tried to come up with a strategy and a vision for Apple, it started with "What incredible benefits can we give to the customer? Where can we take the customer?" not starting with, "Let's sit down with the engineers and figure out what awesome technology we have and then how are we going to market that. And I think that's the right path to take. I remember, with the LaswerWriter - we built the world's first laser printer, as you know, and there was awesome technology in that box. We had the first Canon cheap laser printing engine in the United States. We had a very wonderful printer controller, we had Adobe's PostScript software in there, we had AppleTalk in there, just awesome technology in the box. And I remember seeing the first print-out come out of it. Just picking it up and looking at it, and thinking, "You know, we can sell this." Because you don't need to know anything about what's in that box. All we have to do is hold it up and go, "do you want this?" And if you can remember back to 1984 before laser printers, it was pretty startling to see that. People went, "Whoah. Yes." That's where Apple's gotta get back to. I'm sorry that OpenDoc is a casualty along the way, and I readily admit there's many things in life that I don't have the faintest idea what I'm talking about. So I apologize for that too. But there's a whole lot of people working super, super hard right now at Apple. You know - Avie, John, Guerrino, Fred, I mean the whole team is working - burning the midnight oil, and hundreds of people below them - to execute on some of these things, and they're doing their best. And some mistakes will be made along the way, by the way. That's good. Because at least some decisions are being made. We'll find the mistakes, and we'll fix 'em. And I think what we need to do is support that team. Going through this stage, as they work their butts off - they're all getting calls to go do this, do that, the valley's hot - none of them are leaving. And I think we need to support them, and see them through this, and write some damn good applications out in the market. Mistakes will be made, some people will be pissed off, some people will not know what they're talking about, but I think it's so much better than where things were not very long ago. And I think we're gonna get there.

GOOD DESIGN IS SIMPLE. You hear this from math to painting. In math it means that a shorter proof tends to be a better one. Where axioms are concerned, especially, less is more. It means much the same thing in programming. For architects and designers, it means that beauty should depend on a few carefully chosen structural elements rather than a profusion of superficial ornament.

Simplicity is the ultimate sophistication

I was very much amused by the recent Newsweek article where he [Jobs] said, "I have a few good designs in me still." He never had any designs. He has not designed a single product. Woz (Steve Wozniak) designed the Apple II. Ken Rothmuller and others designed Lisa. My team and I designed the Macintosh. Wendell Sanders designed the Apple III. What did Jobs design? Nothing.