Insanely Simple

Something tells me you won’t be surprised when I tell you it’s about Steve Jobs and Apple. But this book is different. Really.

That’s because (a) I had a unique vantage point to some pivotal events in Apple history, and (b) this book focuses on one thing alone — the core value that has driven Apple since the beginning.

Insanely Simple is about Apple’s obsession with Simplicity.

Looking forward to this one. Ken Segall, in short, he’s the guy that handle Apple’s “Think Different” advertising campaign and also the “i” naming convention, starting with iMac and… you know the rest of them.