By the early 2000s, European bureaucrats would begin to notice what came to be called the Cupertino effect, whereby the word cooperation (bizarrely included only in hyphenated form in the standard Word dictionary) would be marked wrong, with a suggested change to Cupertino. There are thus many instances where one parliamentary back-bencher or another longs for increased Cupertino between nations. Since then, linguists have adopted the word cupertino as a term of art for such trapdoors that have been assimilated into the language.
One of the values of things I learned absolutely directly from Steve was the whole issue of focus. What are we focusing on: focus on product. I wish I could do a better job in communicating this truth here, which is when you really are focused on the product, that’s not a platitude. When that truly is your reason for coming into the studio, is just to try to make the very best product you can, when that is exclusive of everything else, it’s remarkable how insignificant or unimportant a lot of other stuff becomes. Titles or organizational structures, that’s not the lens through which we see our peers.
iOS 7 only “set you back months or years” if you haven’t been paying attention to the iOS development cycle and decided to take on far too much unnecessary additional work with the migration to 7, both of which would cause problems in any year, on any app, with any new OS release.
The end goal is to develop an image that is easy to understand and remember, and that works well in its screen environment. It’s always optimal to be able to see the whole visual UI and mock up how icons will fit into that, and iterate.
We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity — for giving a damn.
For me, the project started in the Summer of 2009. Out of the blue, a telephone call, its Steve: “Hi Norman, I need some help.” I was out there three weeks later.