Insanely Simple: The Obsession That Drives Apple's Success

Insanely Simple: The Obsession That Drives Apple's Success
by Ken Segall
Penguin/Portfolio

Apple stores around the globe boast bigger yearly attendances than Walt Disney Company's four biggest theme parks, Apple marketer Ken Segall claims in his new book, Insanely Simple: The Obsession That Drives Apple's Success. Despite criticism of conditions at its suicide-hit Chinese factories, Apple is widely seen as one of the world's most impressive companies.

Apple's secret is partly that it offers an attractively slim selection. 'Among Dell, HP, Acer, Samsung, and others, PC product lines are a masterpiece of confusion spanning several continents,' Segall writes.

In contrast, Apple offers a smattering of products including the iPad and iPod. What's more, Apple design is clean. The iPhone, for instance, is all streamlining: a slick mix of curves and glass.

According to Segall, who started working with late Apple boss Steve Jobs in 1985 and invented Apple's trademark 'i' prefix, the simplicity is anchored in clarity and frankness.

'In the coming months, I learned that what I had experienced was just the way it was with Steve,' Segall writes, recounting his early days.

'He was going to tell you what was on his mind, and he couldn't care less how you might feel about it.