Creative Selection Creative Selection

Creative Selection

Inside Apple's Design Process During the Golden Age of Steve Jobs

    • 4.2 • 356 Ratings
    • $11.99
    • $11.99

Publisher Description


An insider's account of Apple's creative process during the golden years of Steve Jobs.

Hundreds of millions of people use Apple products every day; several thousand work on Apple's campus in Cupertino, California; but only a handful sit at the drawing board. Creative Selection recounts the life of one of the few who worked behind the scenes, a highly-respected software engineer who worked in the final years of the Steve Jobs era—the Golden Age of Apple.

Ken Kocienda offers an inside look at Apple’s creative process. For fifteen years, he was on the ground floor of the company as a specialist, directly responsible for experimenting with novel user interface concepts and writing powerful, easy-to-use software for products including the iPhone, the iPad, and the Safari web browser. His stories explain the symbiotic relationship between software and product development for those who have never dreamed of programming a computer, and reveal what it was like to work on the cutting edge of technology at one of the world's most admired companies.

Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation—inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy—and uses these as a lens through which to understand productive work culture.

An insider's tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software which countless millions use every day.

Business & Personal Finance
September 4
St. Martin's Publishing Group

Customer Reviews

Brad1996!! ,

Nice balance of technical detail and interesting anecdotes

Whilst the purpose of this book (at least from my perspective) is to teach you about the author’s 3 key tips to great product development: (1) Creative Selection, (2) Apple’s 7 Essential Elements, (3) Strong Culture / Motivated people, I found it more helpful as an intro to what work is like a high-paced cutting edge software team. I also loved the historical Apple anecdotes.

I don’t plan to use the 3 step playbook directly in my work, but will no doubt retell these stories to friends and colleagues.

Ross Ochs ,

Great insight into the tech world

This book puts you right in the front seat of making a revolutionary product!

therev589 ,

A wonderful read

This book is for a lot of different people. Apple fans of course, software enthusiasts, and tech-heads are the most obvious. But I also recommend this book to anyone interested in how to fuse two seemingly different elements to make a synergistic whole - in this case Ken elaborates on how Apple was able to intersect technology and the liberal arts but beyond that this book makes a case that all elements of life should be done with humanity, empathy, and a focus on who it is we’re trying to help. Such a wonderful book!

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