The following is an excerpt from A Fine Line: How Design Strategies Are Shaping the Future of Business, the book written by frog Founder Hartmut Esslinger in 2008. Hartmut and frog worked with Steve Jobs at Apple in the early 1980s to create the “Snow White” design language for the Apple IIc computer, and again in 1985 when Jobs briefly left Apple and started the computer company NeXT, where Hartmut and frog designed the NeXT Cube. In this passage from the book, Hartmut offers a glimpse into those tumultuous years for Apple and Jobs, and some insights into why the Apple CEO’s creative and strategic vision became so effective.
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