"Insanely Simple: The Obsession That Drives Apple's Success" wirtten by Ken Segall, who worked closely with Steve Jobs for over 12 years, serving as his ad agency creative director for both NeXT and Apple.
"To Steve Jobs, Simplicity was a religion. It was also a weapon.
Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. It’s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011.
Thanks to Steve Jobs’s uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers."
Insanely Simple: The Obsession That Drives Apple's Success