Insanely Simple: The Obsession that Drives Apple's Success





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Published on Aug 7, 2012

Many people consider Apple the most powerful brand in the world -- an accolade that's hard to dispute when its product line includes iPad, the iPod, iPhone, iMac and MacBook Air. Companies all over the world try to emulate Apple's creative genius and groundbreaking marketing. But what is the real secret to Apple's success? According to Ken Segall, the man who put the "i" in iMac and served as a member of Steve Jobs' creative inner circle for more than a decade, the answer is: simplicity.

Segall's book reveals what sets Apple apart from other technology companies and makes it stand out in a complicated world: a deep, almost religious belief in the power of simplicity. The purest expression of Steve Jobs' unique viewpoint, it's apparent in everything Apple does, from product design to advertising.

Serving as Jobs' ad agency creative director for both NeXT and Apple, Segall led the team that created Apple's legendary Think Different campaign, which was an integral part of Apple's transformation following Jobs' return. Segall's other clients have included technology giants such as Dell, Intel and IBM as well as consumer brands such as JCPenney.

Harry McCracken, TIME's Editor-at-large, has covered the technology beat for two decades, writing about the Web, mobile technology, consumer electronics and PCs for PC World, Macworld, CNET, and his own site, Technologizer. He will moderate a discussion with Segall about Apple, Steve Jobs and the art of marketing technology to the masses, from the inside out.

Catalog number: 102746442
Lot number: X6619.2013


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