Had initially bought the book because it’s title seemed interesting and intrigued me. I had previously read iLeadership which expose the genius Steve Jobs was and how he was the one giving the vision for the company’s future.
Now that I have finished this book I have a better understanding on what happened behind the scenes.
Everyone knows or presumes that there is more to a company than it’s leader and that it’s the teams “behind the curtains” that do the heavy lifting. Same story goes for Apple and getting a chances to find out more about the secrets behind the products and how they were born, makes them even more awesome.
The passion for the design, the details and the fight to don’t settle for anything less than perfection is all over the book. The iMac, iPod, iPad, MacbookPro, iPhone, each and everyone of them have a really nice yet tense story.
The origin of the ideas, the dozens of sketches, the brainstorms, the disappointments and the launch of each important product is highlighted in the book and makes you want to grab any Apple product you have around and examine it.
It is not about the money, it never was, at least not for him (Jony). It was about the human interaction and the “connection” the user establishes with the product, that gave him a purpose.