Apple: Early Years

Apple: Early Years

Keep It Simple: The Early Years of Apple is an insightful and authentic look into the very early days of Apple as seen through the eyes of a young external designer – author Hartmut Esslinger – who collaborated closely with Steve Jobs.

Their close working partnership – which began in 1989 – resulted in an overall design aesthetic for Apple products and afforded Esslinger a deeper knowledge and understanding of the inner workings of a burgeoning empire.


‘Keep it Simple’ 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 dimensions: Steve Jobs was the first to make Strategic Design the core of Apple’s Business Strategy. By this, Apple grew from an originally technology focused company into one of the world’s most successful, global brand, and this was achieved by creating and delivering innovative and intelligent products designed for humans like you and me.


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. ‘Keep it Simple’ describes a creative journey, which had to overcome a tremendous opposition inside and outside of Apple.

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