1. iMac and Design Principles By Max Patera

2. “Think Different” Jobs asks Lee Clow (1984) to come back Clow’s team comes up with new slogan Jobs cries thinking about the purity Image campaign emphasizing creativity of users and employees – the stakeholders of Apple’s projects Used photos of Jobs’s heroes

3. iCEO Jobs decides to take over officially as interim CEO (iCEO) instead of just being the de facto leader in September 1997 Apple searched for permanent CEO, but most weren't interested if Jobs would still be on the board Running two companies at once took a toll on Jobs's health

4. Clones Wozniak favored approach of licensing OS to manufacturers A few other manufacturers were given licenses to sell Mac OS before Jobs came back Jobs felt hardware and software should be tightly integrated, and stopped making new versions of Mac OS for existing clones

5. Too Many Products Jobs knew how to focus, and how to decide what not to do He hated PowerPoints at product reviews - “People who know what they're talking about don't need PowerPoint” Products had multiple versions Jobs asked, “Which ones do I tell my friends to buy?” He started canceling products, including printers and Newton Over 3000 people laid off, $1.04 billion lost the year he came back Apple soon started making a profit again

6. On the Whiteboard ConsumerPro DesktopiMacPower Macintosh G3 PortableiBookPowerbook G3 Initiation of iMac project

7. Jonathan Ive Jony Ive was head of the design team – key person He was about to quit before Jobs took over He bonded with Jobs because they both thought design was very important Simplicity Culture was focused on designing simplicity Designed packaging, too

8. iMac First great collaboration of Ive and Jobs Scope: should be all-in-one (like original Macintosh), with keyboard and monitor, usable right out of the box, distinctive design, sell for around $1,200 Original plan was a network computer with no hard drive They decided to leave out the floppy drive Translucent Bondi Blue case allowed the internal design to be seen Clow's team came up with the name

9. Completing the iMac Engineers had 38 reasons why they couldn't do it, but Jobs made them do it anyway As the deadline approached, the process was going slowly, and Jobs got angry They finished just in time, launched in May 1998 Jobs was angry that the CD drive wasn't the one he wanted Mike Markkula thought the hockey puck mouse wouldn't be liked, and he was right Sold 800,000 the first year for $1,299 each – fastest selling Apple ever 32% were buying computers for the first time

10. More colors came soon

11. WBS iMac CaseInsidesPeripherals ComputerMonitor KeyboardMouse

12. Lessons Learned Jobs knows what he's doing Focusing on design and simplicity works Using experts for advertising and design is a good idea Reducing the number of products the company is working on, and focusing on just a few works well