“Good design is as little design as possible,” Apple designer.

When Apple waged war with the PC, it was a quiet one, until Apple blew PC computers out of the water. By then it was too late. The business decisions Apple made for itself years ago were manifesting itself in real profits and PCs left in the dust. When your competition makes it THAT far ahead of you, there is precious little you can do, just to catch up – let alone to be the leader in the next big thing.

“Today, you find very few companies that take design seriously.”

And he’s right.

The path and decisions Apple took years ago in design and brand image are as interesting as the ramifications of those decisions.

“We designers, we don’t work in a vacuum … we need business people, too.”

Beautiful.