Creative Selection

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Hundreds of millions rely on Apple products daily, yet only a select few contribute to their creation. This narrative explores Apple during its peak, focusing on Steve Jobs's 'second act' through the eyes of a key insider. As a principal software engineer, Ken Kocienda played a vital role in developing iconic products, embodying Apple's belief that technology should seamlessly blend with human interaction. The book provides an intimate glimpse into Apple's creative process. Over fifteen years, Kocienda was integral to crafting user-friendly software for the iPhone, iPad, and Safari web browser. His experiences highlight the interconnectedness of software and product development, making it accessible even to those unfamiliar with programming. He recounts moments of both challenge and triumph, shedding light on the lessons learned throughout his tenure. Kocienda identifies key elements of innovation—such as inspiration, collaboration, craft, and empathy—and uses these concepts to illustrate a productive work culture. This insider account reveals how a small team pioneered an evolutionary design model, leading to the creation of groundbreaking software that millions use every day.