Technology Review: The Secret of Apple Design

Technology Review: The Secret of Apple Design (registration required):

Even in the early 1980s, Rolston says, "Jobs wanted to elevate Apple by using design." Jobs, he says, not only cared personally about design but saw that it could be a way to differentiate his company's products from the PCs of the day, which often looked little evolved from hobbyist boxes. Ken Campbell, a codesigner of the Apple Lisa, was quoted in Kunkel's AppleDesign as saying that Jobs wanted Apple to be what Olivetti was in the 1970s: "an undisputed leader in industrial design."

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