Steve Jobs believed that design was the fundamental soul of any man-made creation and he wanted Apple's design to be the best in the entire world. This desire has been instrumental in Apple's success in the technology market, as they have managed to come out with uniquely-styled products that have attracted the fancy of customers.
On January 16, tech fanatics will have an insight into the design concept behind some of Apple's products such as computers, tablets and phones through designer Hartmut Esslinger's upcoming book "Design Forward: Creative Strategies for Sustainable Change."
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Esslinger, a designer who has worked with companies such as Wega, Louis Vuitton, Sony, SAP and Apple, has explained in his book how Jobs hired him "to transform the successful yet scattered startup into a brand with a globally recognizable design mantra," reported CNET.
The process of transforming the company started way back in 1982, when Jobs realized that each product brought out by the company had a different design theme as each division had its own design head, who all had different design ideas.
This meant no two Apple product lines shared a common design language, which largely contributed to its failure.
"In essence, bad design was both the symptom and a contributing cause of Apple's corporate disease. Steve's desire to end the disjoined approach gave birth to a strategic design project that would revolutionize Apple's brand and product lines, change the trajectory of the company's future, and eventually redefine the way the world thinks about and uses consumer electronics and communication technologies," an excerpt from the book obtained by Designboom said.
The book also details the work of Esslinger's Frog Design in several other Apple products that never made it to production. Some of these gadgets include a hybrid of a telephone and tablet called the "Macphone," and "Baby Mac," which is a small-screened computer featuring wireless mouse and keyboard, MacRumors explained.