If You Can't Keep Him

So That’s Our Approach. Very Simple, And We’re Really Shooting For Museum Of Modern Art Quality. The Way We’re Running The Company, The Product Design, The Advertising, It All Comes Down To This: Let’s Make It Simple. Really Simple.” Apple’s Design Mantra Would Remain The One Featured On Its First Brochure: “simplicity Is The Ultimate Sophistication.

Smart People Are A Dime A Dozen. What Matters Is The Ability To Think Different... To Think Out Of The Box.

Innovation Requires Articulation.

For Steve, Less Is Always More, Simpler Is Always Better. Therefore, If You Can Build A Glass Box With Fewer Elements, It’s Better, It’s Simpler, And It’s At The Forefront Of Technology. That’s Where Steve Likes To Be, In Both His Products And His Stores.

The Reality Distortion Field Was A Confounding Mélange Of A Charismatic Rhetorical Style, Indomitable Will, And Eagerness To Bend Any Fact To Fit The Purpose At Hand.