Creative Selection

1. Apple's creative selection process drove innovation through iterative demos

Demos were the catalyst for creative decisions, and we found that the sooner we started making creative decisions—whether we should have big keys with easy-to-tap targets or small keys coupled with software assistance—the more time there was to refine and improve those decisions, to backtrack if needed, to forge ahead if possible.

Concrete and specific demos were the foundation of Apple's product development process. This approach allowed teams to rapidly iterate on ideas, get immediate feedback, and make informed decisions. The process involved:

• Creating working prototypes to illustrate concepts
• Presenting demos to colleagues and executives for feedback
• Refining ideas based on demo feedback
• Repeating the cycle to continuously improve

This iterative demo process enabled Apple to:

• Identify promising ideas early
• Quickly discard unworkable concepts
• Refine products through multiple iterations
• Maintain forward momentum in development

2. Small, empowered teams were key to Apple's product development success

There was a pragmatic management philosophy at play here, which started from Steve on down. Our leaders wanted high-quality results, and they set the constraint that they wanted to interact directly with the people doing the work, creating the demos, and so on. That placed limits on numbers.

Small, focused teams were essential to Apple's product development approach. This structure allowed for:

• Rapid decision-making and execution
• Direct communication between team members and leadership
• A sense of personal responsibility and ownership among team members

The benefits of small teams included:

• Improved communication and collaboration
• Faster iteration and problem-solving
• Greater accountability and commitment to project success
• Ability for leadership to stay closely involved in development

3. Balancing technology and liberal arts was crucial for intuitive product design

At Apple, we always tried to be at the intersection of technology and liberal arts, to be able to get the best of both, to make extremely advanced products from a technology point of view, but also have them be intuitive, easy to use, fun to use, so that they really fit the users.

The intersection of technology and liberal arts was a core principle at Apple, guiding the development of products that were both technologically advanced and user-friendly. This approach involved:

• Combining cutting-edge technology with intuitive design
• Considering both functionality and user experience in every decision
• Striving to make complex technology accessible and enjoyable

Examples of this balance in Apple products:

• The iPhone's multitouch interface, blending advanced technology with intuitive gestures
• The Mac's graphical user interface, making computing more accessible to non-technical users
• The iPod's click wheel, simplifying music navigation on a portable device

4. Attention to detail and empathy for users shaped Apple's interface decisions

Even small simplifications make a difference. The good news is that I think it's almost always possible to streamline tasks to make them less taxing.

User-centric design was a hallmark of Apple's approach, with a focus on simplifying tasks and reducing cognitive load. This attention to detail manifested in:

• Carefully considering every aspect of user interaction
• Making deliberate choices about interface elements and behaviors
• Constantly seeking ways to simplify and streamline the user experience

Examples of Apple's attention to detail:

• The iPhone keyboard's autocorrection system, making typing easier and more accurate
• The "slide to unlock" feature, providing an intuitive way to prevent accidental activation
• The Mac's consistent menu bar, providing a familiar interface across applications

5. Perseverance through challenges led to breakthrough product features

There were only two Eureka! moments in my career at Apple, and this was one of them. I was sorry Richard wasn't around to share it with us. His demo had provided the first indication of Konqueror's potential. The Black Slab Encounter was the next big step. It showed our porting strategy was really working, making it a milestone in our effort to turn our demo into a product.

Persistence in problem-solving was crucial to Apple's success in developing innovative features. This approach involved:

• Tackling difficult technical challenges head-on
• Maintaining focus and motivation through setbacks
• Celebrating incremental progress towards larger goals

Key examples of perseverance leading to breakthroughs:

• The development of the Safari web browser, overcoming initial hurdles to create a fast, efficient browser
• The evolution of the iPhone keyboard, progressing from early prototypes to a highly accurate autocorrection system
• The creation of multitouch gestures, refining interactions to make them intuitive and natural

6. Apple's product development culture valued taste and decisiveness

At Apple, we never considered the notion of an algorithmically correct color. We used demos to pick colors and animation timings, and we put our faith in our sense of taste.

Taste and decisiveness were integral to Apple's product development culture. This approach emphasized:

• Trusting subjective judgments about design and user experience
• Making quick, confident decisions rather than endlessly debating options
• Valuing aesthetic and experiential qualities alongside technical specifications

Examples of taste and decisiveness in action:

• Choosing interface colors based on aesthetic judgment rather than A/B testing
• Deciding on animation timings that felt right, rather than relying solely on metrics
• Eliminating features or options that didn't meet Apple's standards, even if technically functional

7. Steve Jobs' vision and involvement were central to Apple's product direction

Steve used these demo reviews as his chief means of deciding how Apple software should look and feel and function.

Steve Jobs' direct involvement in product development was a defining characteristic of Apple's approach. His influence was felt through:

• Regular demo reviews with development teams
• Clear communication of his vision for products
• Decisive feedback and direction on features and design

Key aspects of Jobs' involvement:

• Pushing for simplicity and elegance in design
• Insisting on high standards for every aspect of a product
• Providing a consistent vision that guided development across multiple products

8. Simplicity and reducing cognitive load were guiding principles for Apple

To make products more approachable, designers must lighten the load on people trying to use the things they make. Even small simplifications make a difference.

Simplifying user interactions was a core principle in Apple's design philosophy. This approach focused on:

• Reducing the mental effort required to use a product
• Eliminating unnecessary features or options
• Making interfaces as intuitive and self-explanatory as possible

Examples of Apple's commitment to simplicity:

• The single-button mouse, simplifying computer input
• The iPod's click wheel, providing a simple interface for navigating large music libraries
• The iPhone's home button, offering a consistent way to return to the main screen

9. Apple's success came from continuously refining and optimizing products

We were continuously producing fresh rounds of software like this, to test our latest ideas and assumptions. As a whole, a succession of demos, feedback, and follow-up demos created a progression of variation and selection that shaped our products over time.

Continuous improvement was at the heart of Apple's product development strategy. This approach involved:

• Constantly iterating on designs and features
• Gathering feedback from users and team members
• Making incremental improvements with each product release

Key aspects of Apple's refinement process:

• Regular internal demos to showcase new ideas and improvements
• Living with products to understand their strengths and weaknesses
• Incorporating lessons learned from previous products into new designs

Last updated: January 23, 2025