Frog Design founder and former Apple design consultant Hartmut Esslinger's upcoming book Keep It Simple - The Early Design Years of Apple is set to be released next month, with the book discussing the foundation of Apple's design from the creation of the original Macintosh and throughout the 1980s. Fast Company has released a few excerpts from the book, which includes new details about early interaction between Esslinger and Steve Jobs, noting how Jobs took interest in foreign design and ambitions for the first Macintosh:

In fact, Steve didn’t really know much about design, but he liked German cars. Leveraging that connection, I explained that design like that has to be a complete package, that it must express the product’s very soul; without the excellent driving experience and the history of stellar performance, a Porsche would be just another nice car--but it wouldn’t be a Porsche. We also discussed American design, and I offended him when I insisted that American computer and consumer electronics companies totally underestimated the taste of American consumers--Sony’s success with clean design being the proof. He was gracious enough to concede that Apple didn’t make the cut, but he also said that he was out to change all that, which was why he was looking for a world-class designer.

When I asked him about his bigger ambitions, he simply smiled and said: “First, I want to sell a million Macs. Then I want Apple to become the greatest company on earth.” For some strange reason, we both agreed that those goals were absolutely achievable.

harmut_apple1
The book also contains information about how Apple's need for a sole design leader and design team led Esslinger's Frog Design to win over Steve Jobs and ultimately become a part of Apple's effort to revolutionize the computer industry:

At the end of the meeting, I again urged Steve to rethink Apple’s existing design process and the way it placed designers at the mercy of engineering. I told him that, in my opinion, Apple needed one design leader and one team reporting directly to him, and design had to be involved years ahead of any actual product development in Apple’s strategic planning. With that framework in place, Apple could project new technologies and consumer interactions for years ahead, which would help avoid shortsighted ad-hoc developments.

Steve reluctantly promised that if frog won the competition, design would take a top position at Apple and report directly to him. I left his office that day feeling motivated and inspired, but also quite aware of the challenge we were taking on. My brief experience at Apple had convinced me that neither its division managers nor its designers would accept this change without a fight, and Steve had assured me the battle would be mine to win. Naturally, there were some points where we disagreed--Steve believed that “one insanely great product” would define Apple, whereas I insisted that Apple needed a comprehensive strategy that could generate a line of great products. But we launched a pivotal collaboration that day, creating what would become one of the most successful and influential designer/entrepreneur alliances in the history of consumer technology.

harmut_lisa
Keep It Simple - The Early Design Years of Apple will be released on November 7, 2013.

Top Rated Comments

jayducharme Avatar
98 months ago
What amazes me is how quickly designs seem to age, reflecting the era in which they were built. As years pass, it's more difficult to see how groundbreaking and influential many of Apple's designs were. It only becomes obvious when you look back and compare something like this



to this:

Score: 6 Votes (Like | Disagree)
koolmagicguy Avatar
98 months ago
And both of Steve's goals were achieved.
Score: 4 Votes (Like | Disagree)
jclo Avatar
98 months ago
Hartmut Esslinger :rolleyes:

Apologies for that error -- I've corrected it. Thanks for the heads up.
Score: 2 Votes (Like | Disagree)
davegoody Avatar
98 months ago
This guy really have no shame.

First he said Apple's design capability has lost its way.

Now he tells the world how he designs for Apple.

If his designs were that great would we have heard of Ive.

Time for this guy to shut up and go back to where he comes from and that is under a rock.

With all respect "Grey" - you are talking out of somewhere the sun does not shine. FrogDesign were instrumental in making Apple what they are today...... Ive came later, much much later.
Score: 1 Votes (Like | Disagree)
iPhysicist Avatar
98 months ago
Hartmut Esslinger :rolleyes:
Score: 1 Votes (Like | Disagree)
jonnysods Avatar
98 months ago
It seems so simple now, but it would have been so revolutionary back then
Score: 1 Votes (Like | Disagree)

Top Stories

siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
Google maps feaure green

Google Maps App for iOS Finally Updated After Four Months

Monday April 12, 2021 10:03 am PDT by
Following the completed rollout of App Privacy labels for its App Store apps, Google today updated the Google Maps app for the first time in four months. Apple in December began requiring all new app submissions and app updates to include App Privacy labels, detailing the data that is collected by the app so consumers know what they're sharing. Google didn't begin implementing App Privacy ...
pixel watch prosser leak

Google Pixel Watch Allegedly Leaks with Circular Design, Rumored to Launch in October

Monday April 12, 2021 2:49 am PDT by
Renders of Google's first smartwatch, codenamed "Rohan," have been shared by Jon Prosser, showing that Google plans to adopt a circular design for its flagship wearable watch. Prosser shared the renders in an episode of his YouTube show "Front Page Tech," in which he claims they were made based on marketing material he had seen from a source within Google. The renders show that the Pixel...
apple event hashflag

Twitter Hashflag for April 20 Apple Event Goes Live

Tuesday April 13, 2021 2:21 pm PDT by
Following the overnight Siri leak and subsequent announcement that Apple will hold a media event on Tuesday, April 20, a new Twitter hashflag has appeared to help provide visibility for the event on the platform. For the last several recent events, Apple has utilized hashflags, which are little icons next to hashtags on Twitter, as a way to market its events. The company first started the...
macos catalina serial number

Apple Preparing Rollout of New Randomized Product Serial Numbers Ahead of 'Spring Loaded' Event

Wednesday April 14, 2021 2:08 am PDT by
Apple is advising its authorized premium resellers and dealers to prepare for new products with 10 and 12 digital serial numbers, days ahead of when it's expected to reveal a slew of new products. MacRumors previously reported that Apple plans to switch to randomized serial numbers for future products starting in early 2021. The company now seems to be preparing for that roll-out, telling...
iphone12cameras

Kuo: 2022 iPhones to Feature 48-Megapixel Camera, 8K Video, and 6.1 and 6.7" Sizes With No 5.4" Mini Option

Tuesday April 13, 2021 10:45 pm PDT by
The upcoming 2022 iPhone lineup will feature two 6.1-inch devices and two 6.7-inch devices, with no mini-sized 5.4-inch iPhone, well-respected Apple analyst Ming-Chi Kuo said in a note to investors that was seen by MacRumors. Two of the iPhones will be high-end models and two of the iPhones will be lower-end models, similar to the current iPhone 12 lineup. Apple introduced the 5.4-inch...
AppleTV and HomePod Feature

Bloomberg: Apple Working on New Apple TV With Integrated HomePod Speaker and FaceTime Camera

Monday April 12, 2021 3:32 am PDT by
Apple is working on a combined Apple TV with HomePod speaker that has a camera for video calls through a connected television set, according to Bloomberg's Mark Gurman. From the report: The company is working on a product that would combine an Apple TV set-top box with a HomePod speaker and include a camera for video conferencing through a connected TV and other smart-home functions,...
epic iap feature 3

Tim Cook Says App Store Would Become a 'Flea Market' if Third-Party Payment Systems Were Allowed

Monday April 12, 2021 9:41 am PDT by
In a recent interview with the Toronto Star, Apple CEO Tim Cook spoke about a wide variety of topics, ranging from App Tracking Transparency to Apple's ongoing legal battle over App Store policies with Fortnite creator Epic Games. Notably, Cook said that Epic Games' desire for Apple to let developers offer their own payment systems in apps "would make the App Store a flea market":At the...
tim cook toronto star

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking Transparency

Monday April 12, 2021 8:00 am PDT by
Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, Apple will be requiring apps to receive a user's permission to track their activity for targeted advertising purposes, as part of a privacy measure known as App Tracking Transparency. Ahead of App Tracking Transparency being enforced, Apple CEO Tim Cook has participated in a privacy-focused interview with the Toronto Star, telling the...