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Keep It Simple: The Early Design Years of Apple (Anglais) Flexibound – 22 novembre 2013

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Descriptions du produit

Présentation de l'éditeur

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 was revolutionary, in terms of historic dimensions: Steve Jobs was the first to make strategic design the core of Apple's Business Strategy. From this, Apple grew from a technology focused company into one of the world's most successful, global brands and this was achieved by creating and delivering innovative and intelligent products designed for humans like you and me. Of course, there are many books about Steve Jobs and Apple. Professionals everywhere want to be like him - or want their company to succeed like Apple - so they compusively absorb accounts of his work, hoping to find the magic recipe. For those readers this book is a first, because it tells the story of Apple's evolution from the inside and its initial conception, when Steve was first driven by the power of design to establish it as the strategic core of Apple's business model. This book is also for the millions of Apple users, admirers, fans, and critics who may be curious about the origins of the products and the brand they feel so deeply about. Here is the story of the most amazing creative journey, which had to overcame tremendous opposition, both inside Apple and across the wider technology industry. Contents:The Red Book; My Way to Steve; Snow White; A Family Perspective; Eden in the Valley; Magic at Work; A Hero's Journey; The White Album.

Biographie de l'auteur

Hartmut Esslinger is founder of frog design, inc., a leading global innovation firm, and one of the most respected designers and business consultants in the world. Esslinger sparked a design revolution when he founded the company in his native Germany, around the guiding principle 'form follows emotion'. His work has defined the modern consumer aesthetic with such revolutionary products as the Apple Macintosh computer, Sony's Trinitron television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic. His designs are in the Museum for Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule für Gestaltung, Karlsruhe, Germany, and was Professor for Convergent Design at the University of Applied Arts, Vienna, Austria.

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Amazon.com: 16 commentaires
5 internautes sur 5 ont trouvé ce commentaire utile 
Great design history and personal story 12 mars 2014
Par Greg Prichard - Publié sur Amazon.com
Format: Flexibound
Ever since the release of “AppleDesign” in 1997, fans of Apple and industrial design have been clamoring for more. That volume, released just before Apple’s design revolution with the first iMac, gave a tantalizing glimpse behind the scenes of Apple’s industrial design process, including unused concepts, forward-thinking projects (such as iPad-like tablets as envisioned in the early ‘80s), and stories about the people behind the early phases of Apple’s design language.

One of those people was Hartmut Esslinger, principal of frog design and developer of the “Snow White” design language that defined Apple’s products in the mid- to late-‘80s. Esslinger is credited with bringing the simplicity and elegance to European design to the American company, an aesthetic philosophy carried through in its designs to this day. In “Keep it Simple,” Esslinger himself takes one segment of the saga described in AppleDesign and expounds on it in unparalleled detail. The book’s images of “Snow White” concepts (some of which also appeared in AppleDesign) are excellent and revelatory. Some of the products shown in this book never made it past the foam model phase (sometimes a good thing), and others nearly made it to production, including my personal favorite, the “Baby Mac” of 1985. Examples of “Snow White” designs that made it to market are the IIc, IIgs, and Macintosh II. It is a real treat to see so many concepts, the good, bad, and revolutionary, together and in such detail.

What might be most interesting to modern-day readers are the future concepts shown: the flat-screens, thin notebooks, cell phones, and even tablets that Esslinger and his team conceptualized more than a decade before the technology was viable. The “Bashful” concept (one of seven product lines in the “Snow White” system) closely resembles the iPad that came to be a quarter-century later. Near the end of the book Esslinger makes this comparison directly, juxtaposing images of these forward-thinking concepts with Apple’s products of the more recent past, proving that futuristic design exercises of the ‘80s were far from pointless.

While 1997’s AppleDesign was a good general history written by an outsider, Keep it Simple is a combination of Esslinger’s personal reflections (including many involving Steve Jobs) and a visual overview of how a complete design language was developed. It is not without its minor errors (it would have been an early Apple II that Esslinger saw in 1978, not a IIe), but such quibbles are unimportant. A must-buy for anyone interested in the design history of one of the world’s most innovative companies.
5 internautes sur 5 ont trouvé ce commentaire utile 
Recommend! 2 janvier 2014
Par J. King - Publié sur Amazon.com
Format: Flexibound Achat vérifié
Fans of Apple and it's product designs will treasure this book. Esslinger stakes his rightful claim to his role in Apple's product designs. He details "behind the scenes" relating to his work with Steve and Apple, Inc. His style is matter of fact and creditable. While I read it in one sitting, this book will serve as a history and design reference book I go back to. He included dozens of full and half page photos of prototype designs too.
2 internautes sur 2 ont trouvé ce commentaire utile 
A fantastic, honest and frank book about the creation of today's Apple 26 mars 2014
Par David Fradin - Publié sur Amazon.com
Format: Flexibound Achat vérifié
I was a product manager and Apple /// Business Unit Manager during the period Hartmut covers in this superior read. Start-ups, innovators, product managers and all product leaders can learn exactly what they must do to be successful over the long term. Anybody writing about Apple and Steve Jobs must read this book. It corrects some of the myths we have all heard about. It reflects everything perfectly that I recall as a manager at Apple in the early years.

I notice only one, and that is unusual for such a book, error. Hartmut says he bought and Apple //e in 1978. Not possible. The //e didn't come out until late 1982 or early 1983. So either the date of the conference where Hartmut first saw the Apple // is wrong or he saw and bought the original Apple //. Not a big deal, though.
2 internautes sur 2 ont trouvé ce commentaire utile 
A must read for every Apple and design fan 21 janvier 2014
Par DesignBookBlog - Publié sur Amazon.com
Format: Flexibound Achat vérifié
Frog design is one of my all-time favorite design studios and they did a remarkable job with Apple by designing products pre Jony Ive era. I guess since Jobs has now passed away we'll see a flood of books describing him as a person and this book is no exception. However the tone of voice is more or less warm and it seems that Hartmut and Jobs did share a common view on things.

This is a good read, nice layout and pictures from frog design archives including some crazy futuristic sketches. Good background on designs and motivations.

Well worth the money invested.
1 internautes sur 1 ont trouvé ce commentaire utile 
If you love good design, this book will fascinate you; if you are also a fan of the early Macintoshes, you are in for a treat! 25 juin 2014
Par Stephen Thomas Reese III - Publié sur Amazon.com
Format: Flexibound Achat vérifié
I love this book. I have respected Hartmut Esslinger and Frog Design since their early involvement with Apple and Steve Jobs. This book is a treasure. It is loaded with images of models/prototypes that allow a glimpse into the design process. I found the text to be a little self serving, but his message about the integration of design in what could other wise be engineering driven product development is as timely now as it was in the 1980s when he brought the model to Apple. Excuse me while I go back and peruse the book again.
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