Keep it Simple/Genial Einfach

Genial Einfach is the authentic story of the collaboration between Steve Jobs and Hartmut Esslinger, which began in 1982. The result of this partnership between entrepreneur and designer is of historic importance; Steve Jobs was the first to make Strategic Design the core of Apple's Business Strategy. Implementing this, Apple grew from an originally technology focused company, into one of the world's most successful global brands, and this was achieved by creating and delivering innovative and intelligent products designed for ordinary individuals. Of course, there are many books about Steve Jobs and Apple. Professionals everywhere want to be like him, or want their company to succeed like Apple, so they avidly digest his creative ideas and business philosophy, hoping to find the magical recipe. This book is a first, because it tells the story of Apple's evolution from the inside and from the beginning, when Steve was first driven by the power of design to establish it as the strategic core of Apple's business model. It is for the millions of Apple users, admirers, fans, and critics who may be curious about the origins of the products and the brand they feel so deeply about. There are plenty of myths surrounding Steve Jobs and Apple. Now, based on Hartmut Esslinger's comprehensive archive of hundreds of sketches, images and written records, it is time to tell it like it really was. The true story of the most amazing creative journey, which overcame tremendous opposition at every level, to ultimately succeed.

Text in German.