--- product_id: 130095335 title: "Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs" price: "SAR 109" currency: SAR in_stock: true reviews_count: 13 url: https://www.desertcart.com.sa/products/130095335-creative-selection-inside-apples-design-process-during-the-golden-age store_origin: SA region: Saudi Arabia --- # Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs **Price:** SAR 109 **Availability:** ✅ In Stock ## Quick Answers - **What is this?** Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs - **How much does it cost?** SAR 109 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.com.sa](https://www.desertcart.com.sa/products/130095335-creative-selection-inside-apples-design-process-during-the-golden-age) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description * WALL STREET JOURNAL BESTSELLER * An insider's account of Apple's creative process during the golden years of Steve Jobs. Hundreds of millions of people use Apple products every day; several thousand work on Apple's campus in Cupertino, California; but only a handful sit at the drawing board. Creative Selection recounts the life of one of the few who worked behind the scenes, a highly-respected software engineer who worked in the final years of the Steve Jobs era―the Golden Age of Apple. Ken Kocienda offers an inside look at Apple’s creative process. For fifteen years, he was on the ground floor of the company as a specialist, directly responsible for experimenting with novel user interface concepts and writing powerful, easy-to-use software for products including the iPhone, the iPad, and the Safari web browser. His stories explain the symbiotic relationship between software and product development for those who have never dreamed of programming a computer, and reveal what it was like to work on the cutting edge of technology at one of the world's most admired companies. Kocienda shares moments of struggle and success, crisis and collaboration, illuminating each with lessons learned over his Apple career. He introduces the essential elements of innovation―inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy―and uses these as a lens through which to understand productive work culture. An insider's tale of creativity and innovation at Apple, Creative Selection shows readers how a small group of people developed an evolutionary design model, and how they used this methodology to make groundbreaking and intuitive software which countless millions use every day. Review: Creative Selection – Apple’s Design Process for Creating Magical Products - Creative Selection, Inside Apple’s Design Process During the Golden Age of Steve Jobs, by Ken Kocienda is well written and a thoroughly enjoyable read regarding Apple’s constant reiterative demo process, where Apple creates concrete and specific demos so peers can make judgements/comments/criticisms/improvements based off actual ‘physical’ samples. Substantial work is put into each demo, similar to the way ideas are pitched at desertcart in detailed memo form, rather than simple power point presentations. Unlike desertcart memos that are polished, complete plans, Apple demos are down and dirty focusing on the specific area/item being demoed, with the background staged (potentially a Hollywood-type façade) to engross to the viewer into experiencing the demo portion as if the viewer is using the complete product. The comprehensive due diligence/research involved in creating the demo (or memo for desertcart), helps to continually refine the idea. Concrete, specific demos allow peers to discuss the item being created in explicit detail, and offer distinct criticisms and suggestions. Ken Kocienda presents an interesting illustration of the importance of having a specific ‘physical’ item to discuss and critique. He uses puppies as an example. Think of a cute puppy in your mind and imagine as many details about your puppy as you can. I’ll think of one as well, I bet my puppy is cuter than yours. Under this scenario, we both have imagined cute puppies, but there is no way to distinguish which one is cuter. We can argue as we each describe our puppy, but we cannot resolve which is cuter without concrete and specific examples. However, if we have physical pictures of each puppy, we can easily discuss their actual merits. This example is relatively silly, but it demonstrates the importance of concrete examples. Without them the theoretical argument is virtually impossible, with them the discussion is efficient and relatively simple. The production of the demos at Apple forces the creator to get a true understanding of the underlying issues with his creation. The comments/criticisms received from peers utilizing the physical demo (rather than discussing theoretical images) are integrated into the following demo version. Each demo, building on all prior work. The best ideas survive, while the weaker ideas go extinct. From these constant, reiterative improvements, magical, one-of a kind generational products have been created. Review: Interesting but a little self-absorbed - Creative is a well-written book and affords interesting insights relative to software development for Apple, at least for us who are clueless about this process. It is pretty highly focused on how specific pieces of software were conceived and perfected, and reveals little about how strategic decisions were made at Apple, nor hardware design (Jony Ive, for example, was never mentioned). For those looking for a discussion of those sots of topics, there are far better books. other books that do a better job. I say self-absorbed in the title as the author pedantically and strongly made the point that design has to do with how something works-good design at Apple was design that the user found intuitive, easy, and efficient to use. True enough, but more broadly considered, especially as design is applied to physical objects such as toasters and cars, good design is also related to how something looks-- two objects may function, and interface with the user identically, but the more esthetically pleasing object is the better object. You get the sense that the author is trying to generalize the nature of good design more broadly than is warranted from the perspective of software development. Also, many words are devoted to the design-build-test-improve iterative scheme as though that is something new or unique to Apple. But mechanical (and other types of) engineers have been doing that for literally thousands of years. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | #81,269 in Books ( See Top 100 in Books ) #3 in Mac Hardware #63 in Computers & Technology Industry #78 in Company Business Profiles (Books) | | Customer Reviews | 4.4 out of 5 stars 1,543 Reviews | ## Images ![Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs - Image 1](https://m.media-amazon.com/images/I/71AiWmqkN2L.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ Creative Selection – Apple’s Design Process for Creating Magical Products *by B***N on March 5, 2019* Creative Selection, Inside Apple’s Design Process During the Golden Age of Steve Jobs, by Ken Kocienda is well written and a thoroughly enjoyable read regarding Apple’s constant reiterative demo process, where Apple creates concrete and specific demos so peers can make judgements/comments/criticisms/improvements based off actual ‘physical’ samples. Substantial work is put into each demo, similar to the way ideas are pitched at Amazon in detailed memo form, rather than simple power point presentations. Unlike Amazon memos that are polished, complete plans, Apple demos are down and dirty focusing on the specific area/item being demoed, with the background staged (potentially a Hollywood-type façade) to engross to the viewer into experiencing the demo portion as if the viewer is using the complete product. The comprehensive due diligence/research involved in creating the demo (or memo for Amazon), helps to continually refine the idea. Concrete, specific demos allow peers to discuss the item being created in explicit detail, and offer distinct criticisms and suggestions. Ken Kocienda presents an interesting illustration of the importance of having a specific ‘physical’ item to discuss and critique. He uses puppies as an example. Think of a cute puppy in your mind and imagine as many details about your puppy as you can. I’ll think of one as well, I bet my puppy is cuter than yours. Under this scenario, we both have imagined cute puppies, but there is no way to distinguish which one is cuter. We can argue as we each describe our puppy, but we cannot resolve which is cuter without concrete and specific examples. However, if we have physical pictures of each puppy, we can easily discuss their actual merits. This example is relatively silly, but it demonstrates the importance of concrete examples. Without them the theoretical argument is virtually impossible, with them the discussion is efficient and relatively simple. The production of the demos at Apple forces the creator to get a true understanding of the underlying issues with his creation. The comments/criticisms received from peers utilizing the physical demo (rather than discussing theoretical images) are integrated into the following demo version. Each demo, building on all prior work. The best ideas survive, while the weaker ideas go extinct. From these constant, reiterative improvements, magical, one-of a kind generational products have been created. ### ⭐⭐⭐⭐ Interesting but a little self-absorbed *by B***N on October 28, 2018* Creative is a well-written book and affords interesting insights relative to software development for Apple, at least for us who are clueless about this process. It is pretty highly focused on how specific pieces of software were conceived and perfected, and reveals little about how strategic decisions were made at Apple, nor hardware design (Jony Ive, for example, was never mentioned). For those looking for a discussion of those sots of topics, there are far better books. other books that do a better job. I say self-absorbed in the title as the author pedantically and strongly made the point that design has to do with how something works-good design at Apple was design that the user found intuitive, easy, and efficient to use. True enough, but more broadly considered, especially as design is applied to physical objects such as toasters and cars, good design is also related to how something looks-- two objects may function, and interface with the user identically, but the more esthetically pleasing object is the better object. You get the sense that the author is trying to generalize the nature of good design more broadly than is warranted from the perspective of software development. Also, many words are devoted to the design-build-test-improve iterative scheme as though that is something new or unique to Apple. But mechanical (and other types of) engineers have been doing that for literally thousands of years. ### ⭐⭐⭐⭐⭐ Fascinating account from a fascinating author *by M***R on December 8, 2018* I listened intently to this book from two perspectives: as a long-time user/fan of Apple products and as a leader of a school district's technology department. The book was was interesting, informative, and enjoyable though both lenses, personally and professionally. Kocienda provides a fascinating view into the process of design at Apple and gives a perspective from the inside rarely told. He effectively takes the reader/listener through the idea stages, into the design process, and to the shipped product, all while explaining intricate details and telling interesting stories along the way. In education, we often tell our students (and teachers) about the importance of using the "4 Cs"—creativity, collaboration, communication, and critical thinking—to prepare our students for the world. Kocienda gives concrete examples of how he used all the "Cs" throughout his illustrious career designing and developing products many of us use every day. While I purchased both the Kindle and Audible version of this book, I must recommend the Audible version since Kocienda provides his own voice as the reader. In addition to his talent as an author, he clearly has a talent as a voiceover artist as I feel his voiced account of his story added another important dimension. ## Frequently Bought Together - Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs - Jony Ive: The Genius Behind Apple's Greatest Products - Insanely Simple: The Obsession That Drives Apple's Success --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.com.sa/products/130095335-creative-selection-inside-apples-design-process-during-the-golden-age](https://www.desertcart.com.sa/products/130095335-creative-selection-inside-apples-design-process-during-the-golden-age) --- *Product available on Desertcart Saudi Arabia* *Store origin: SA* *Last updated: 2026-06-05*