Insanely Simple

Ken Segall's 2012 account of Apple's obsession with simplicity — written by the advertising creative director who named the iMac and worked with Steve Jobs for 12 years — arguing that simplicity was not an aesthetic preference but Apple's core business strategy.

Documents simplicity as Apple's operating system rather than aesthetic — the practice of reducing every product, every meeting, every decision to its simplest form — and provides specific examples from Jobs's leadership of how the principle was applied across all functions.