During my time at art school in England, I encountered terrible computers that made me feel technically incapable. However, discovering the Macintosh was a relief; it was straightforward to use and revealed the care taken in its design, which sparked my interest in the values behind product creation.

Apple was a pioneer in merging technology and design, especially with the iPod, setting a standard for consumer electronics that we aimed to follow.

Apple's success is attributed to its focus on core values rather than just product specifications, as demonstrated in the 'Think Different' campaign.

Steve Jobs transformed Apple by filtering their communication through the lens of story, making it customer-centric and clear.

The story of Apple isn't about Apple; it's about the customer being the hero in the story, with Apple playing a supporting role. People don't buy the best products; they buy the products they can understand the fastest. Apple has inserted itself into the customer's story like no other technology company, making it the largest technology company and one of the top ten largest companies overall.

Creating a product that is complex yet intuitive, like the iPhone, means it should ideally come with no instructions, allowing users to understand it naturally.

Creating a delightful out-of-the-box experience is vital for customer engagement, as seen in Apple's success with user-friendly templates.

Every interaction with software should start simple, allowing users to opt into complexity, which is crucial for creating a user-friendly experience.

The philosophy of simplicity in design is crucial, and it’s a principle that Steve Jobs embraced, which he learned from others.