Apple is on a roll. And so is its co-founder Steve Jobs. Why?
In a world of muted, bland corporate identities and product designs, Apple dares to take a stand. Its corporate visual identity, store design and product designs are inspiring. They move people on an emotional level when most products utterly fail to inspire. Who can forget the Think Different ads featuring iconic individuals such as Gandhi, Einstein and Picasso, the animated ads featuring U2 performing their hit song “Vertigo,” or the stunning design of the iPhone? When critics of the iPhone complained that Apple sacrificed battery functionality for design, I thought to myself, “what did they expect?” Steve Jobs has an off the charts passion for aesthetic beauty and excellence. Understanding this is key to decoding what Jobs and Apple are all about. It also helps explain why they’ve been extraordinarily successful.
Let’s begin by making it clear what Steve Jobs is not.



