As this book was going to press, the market capitalization of Apple was calculated at $460 billion, which is more than the worth of Google and Microsoft combined. Of course, that level of success has made this mega-corporation the subject of intense scrutiny by competitors and fantasy competitors, all attempting to answer the same question: What makes Apple tick and thrive? Ken Segall, the author of this book, knows better than most. As Apple's former creative director, he was a member of Steve Jobs' inner circle for fourteen years. During that time, he dreamed up the name "iMac" and keyboarded the famous Think Different campaign. His Insanely Simple isn't a tablet of self-congratulation. Instead, it's a description of the one obsession that made and makes Apple great: simplicity. A tutorial from the top.