Apple just published a slick coffee table book dedicated to Steve Jobs, showcasing 20 years of historical product designs. The book tells the story of Apple’s obsession with simplicity and design through high-resolution photos of all of our favorite gadgets that make our life work (things we never knew we needed, and now cannot live without). Jonathan “Jony” Ive, Apple’s brilliant chief design officer, noted, “This archive is intended to be a gentle gathering of many of the products the team has designed over the years. We hope it brings some understanding to how and why they exist, while serving as a resource for students of all design disciplines.” Ive’s notion of “design principles” has spread far beyond Cupertino, California, as a number of companies have built “design thinking” into their corporate strategy.

Design thinking involves a business incorporating Ive’s design principles into the corporate context. Last year, Harvard Business Review published an article that described design thinking as a business reaction to technology and globalization. The author, Jon Kolko, noted that “people need their interactions with technologies and other complex systems to be simple, intuitive, and pleasurable.” Kolko goes on to describe ways different organizations are implementing design thinking to become better businesses by rethinking organizational design and enhancing the experience for their customers.

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