1. Ch12: Design: Real Artists Simplify
   1. Sony
   2. Bauhaus
   3. Design simplicity+ easy to use
   4. Flat laptop
   5. Japanese Zen Buddhism
   6. Laptop iteration
   7. friendly
   8. rounded-corner rectangle
   9. fonts
   10. icons
   11. Calculator: tweak
   12. consistent design language
   13. Hermann Esslinger: design, California
   14. motherboard
   15. signature of team engraved inside each Mac
2. Ch13: Building Mac: Journey is Reward
   1. IBM
   2. rival Lisa
   3. hardware & software linked
   4. end-to-end
   5. controlled experience for mass
   6. can't open Mac box
   7. eliminate cursor arrow key
   8. open Mac standard?
   9. Time's Machine of the Year
   10. Launch of Lisa
   11. Interviewer virgin
   12. 2-day retreat for 6 months
   13. move deadline: not done until it ships
   14. It’s better to be a pirate than to join the navy
   15. Jolly Roger flag
   16. Japan Alps: 3 1/2 inch disk vs Sony
3. Ch14: Enter Scully: Pepsi Challenge
   1. Apple Generation
   2. sugared water or change the world
   3. 1995 vs 2495
4. Ch15: Launch: Dent in the Universe
   1. Macintosh: Jan 24th, 1984
   2. Orwell, ad compaign: warrior against Big Brother
   3. Ridley Scott - Super Bowl XVIII
   4. Demo
   5. Speak for itself
5. Ch16: Gates and Jobs: When Orbits Intersect
   1. Excel & Basic
   2. back out
   3. battle of GUI
   4. emotional over Windows
6. Ch17: Icarus: What Goes Up
   1. Mick Jagger - QuickDraw, MacPaint
   2. Lisa team dismissed
   3. Fremont factory: paint machine
   4. Danielle Mitterand: working condition
   5. Ticket for speeding
   6. stood up French software developers
   7. Italy: general manager & restaurant
   8. Gassee: outbully Steve
   9. Mac
      1. Slow
      2. no hard disk
      3. low memory
      4. no fan
   10. Mac XL=Lisa
   11. 1985: Tony Scott's suicide ad
7. Chap18: NeXT: Prometheus Unbound
   1. personal workstation
   2. Big Mac cancelled: new company?
   3. Dan'l Lewin
   4. 19850913: Board meeting
      1. handful of non-key man
         1. Page
         2. Dan'l Lewin
      2. 10-percent new company
   5. 19850914: staff meeting
   6. resignation as board chairman
   7. John Schulley's picture thrown; no speak again
   8. Apple's stock up 7%
   9. sue Jobs for Fiduciary Obligation
      1. secretly plan rival company
      2. take advantage of Apple design
      3. lure away employees
   10. sell Stocks: 11%; 6.5mil shares; 100mil; 5 months
   11. NeXT
       1. Paul Rand
          1. 100000
          2. name card P.
       2. Industrial Designer
          1. Hartmut Esslinger + frogdesign in Apple
       3. cube
          1. circuit: stack
          2. right-angle die
             1. 650000
          3. sanding machine: 150000
          4. black case
          5. screw plating
          6. inside: black matte
       4. New Office
          1. floor
          2. I.M.Pei: floating staircase
       5. Software
          1. Lotus - Stanford - Mitch Kapor
          2. Digital Dictionary
          3. Oxford Shakespeare
          4. Thesarus - Quotation
       6. Hardware
          1. multi-function chip
       7. factory
          1. painted robots & machines
          2. museum white wall
          3. assembly line 20min
       8. 7-million+timetable
       9. Ross Perot
          1. miss Microsoft
          2. 20 mil for 16%
          3. credibility
          4. social business circle: Spanish king - computer
       10. Bill Gates
           1. refuse to write program
           2. wait half an hour
           3. compatible
       11. IBM
   12. 分支主題 12
8. Ch19: PIXAR: Technology Meets Art
   1. LucasFilm - Pixar
      1. 10 Mil
      2. CFO meeting
      3. ideas vs signals
      4. tech+art
      5. revenue from hardward+medical(CAT)+intelligence(NSA)
      6. lower price 30000 for everyone
         1. cost too much
         2. no program
   2. Disney
      1. Computerize cartoon
      2. CAPS(Computer Animation Production System)
      3. Little Mermaid
9. Chap21: Family Man: at home with Jobs clan
   1. 19910318: Wedding with Laurine Powell
   2. Lisa moves in
   3. 1991: Reed Paul Jobs
   4. 1995: Erin Sierna Jobs
   5. 1998: Eve Jobs
10. Chap22: Toy Story: Buzz and Woody to the Rescue
    1. Jeffery Katzengberg
       1. John Lasseter
       2. 12.5 ticket revenue
       3. Edge
    2. Cut
       1. 199311: Stop
       2. 199402: continue
       3. more money
       4. 199511
    3. Premier
       1. 2 premiers
       2. recoup first week
       3. top-grossing of the year
       4. 192+362 mil
       5. Disney: distributor
       6. IPO: 14-22-45(half hour)-49-39
       7. 50 mil vs 1.2 bil
    4. deal
       1. enough money
       2. produce own sequel
       3. half
       4. 10 blockbuster
       5. 5 movies in 10 years
       6. equal branding
11. Chap23: Second Coming: What Rough Beast, Its Hour Come Round at Last
    1. NeXT
       1. incompatible
       2. 1992: license NeXTSTEP OS to run on other computers
       3. gave up hardware
       4. sold factory to Canon
       5. Windows: inferior win
    2. Apple falling
       1. make money vs making great product
       2. Windows 3.0 - 95
       3. sign mutilated keyboard
12. Ch26: Design Principles: Studio of Jobs and Ive
    1. Jony Ive
       1. about to quit
       2. Dieter Rams: Braun: less but better
       3. go deep to make it simple
       4. knife
       5. design before engineering
    2. Studio
       1. foam model
       2. cast and paint: touch and feel
       3. 2011: 212 patent
       4. packaging
       5. Steve took credit
13. Ch27: iMac: Hello Again
    1. iMac
       1. 199805
       2. hard drive and no floppy
       3. curved, playful
       4. translucent casing
       5. no boost sale vs cost analysis
       6. handle to touch
       7. engineers grudgingly comply
       8. iMac
       9. tray/slot vs launch
       10. different blue
       11. lighting for rehearsal
    2. launch
       1. 19980506
       2. shoutout
          1. Steve Wozniak
          2. Mike Markkula
          3. Mike Scott
14. Ch28: CEO: Still Crazy after All These Years
    1. Tim Cook
       1. key suppliers: 100 to 24
       2. inventory: 2 month => 1 month => 6 days => 2 days
       3. Production process: 4 month to 2 month
    2. Mock Turtlenecks and Teamwork
       1. Sony uniform
       2. Issey Miyake: uniform & turtleneck(100)
       3. many meeting & no powerpoint
       4. deep collaboration & concurrent engineering
          1. Integrated product
       5. blown-up dock icons
       6. inertial scrolling
       7. Park Different
          1. hadicapped wheels => mercedes
       8. idea 2 weeks ago
       9. on detail: cut frame and on-beat music in ad.
    3. from iCEO to CEO
       1. 1 a year
          1. 0.5 for show up; 0.5 for performance
       2. Gulfstream V
          1. no patience for TSA and commercial flight
          2. toggle & metal button
       3. option: 14 mil vs 20 mil
       4. macOS X
          1. 2000
          2. Darwin
          3. drop interim title
15. Ch29: Apple Stores: Genius Bars and Siena Sandstone
    1. Customer Experience
       1. retailer
       2. Ron Johnson
       3. mall; one-entrance
       4. curiosity
       5. few products, more space to try out
    2. Prototype
       1. trail: 4 apple store
       2. Millard Micky Drexler: mockup store
       3. products and what they can do
       4. 200101: new store
       5. not being reviewed friendly
    3. store
       1. 20010519: Tyson's Corner, Virginia
          1. tally every 4 min
          2. Pietra Serena sandstone
          3. Genius Bar
       2. 2006: Manhattan's Fifth Avenue
          1. 50,000/year
       3. store opening
          1. 2011: 326 store
          2. 15% revenue, but buzz and craze
          3. autoclave for glass
16. Ch30: Digital Hub: iTunes to iPod
    1. Digital Hub
       1. top 100 retreat: 10 things to do next => 3
       2. PC as digital hub
    2. FireWire
       1. Adobe Premier & Photoshop: turn down
       2. software
          1. Final Cut Pro
          2. iMovie
          3. iDVD
          4. iPhoto
          5. GarageBand
          6. iTunes
       3. only apple can
          1. Mike Evangelist
          2. one window: drag & burn
          3. slot vs tray: can't burn
    3. iTunes
       1. SoundJam for mp3
    4. iPod
       1. LCD
       2. battery
       3. HD?
          1. Toshiba
             1. 5G in 1.8"
          2. 10 mil check
       4. Jon Rubinstein + Tony Fadell
       5. Portal Player
       6. trackwheel
          1. thumb through & faster
       7. 3 clicks & intuitive
       8. playlist on PC
       9. no on-off switch
       10. white, non-disposable
       11. boost iMac sale
       12. 20011023: launch
       13. 399 dollars
       14. Bill Gates: great product, only for Mac?
17. Ch31: iTunes Store: Pied Piper
    1. Warner Music
       1. music thru iTunes Store
       2. help Warner
       3. no legal alternative
       4. 5 % market share as tryout @@
       5. album vs single song
       6. demo
    2. Universal Music
       1. Doug Morris
       2. whole package: iTunes Store+iPod
       3. Sony: conflicting division
       4. Dr. Dre + Wynton Marsalis
    3. iTune Store Launch
       1. 20030428
       2. poor quality+much time+stealing
       3. 200000; 99 cents
    4. Microsoft
       1. need move fast
       2. iPod & iTunes for windows
       3. renegotiate with music company
       4. iChat
       5. Zune fail
    5. Sony
       1. walkman killer
       2. division: P&L
       3. cannibalize
    6. Harmony
       1. iPod, Zune, Rio
    7. iPod mini
       1. 200401
    8. iPod Shuffle
       1. rid of screen
    9. 200602: 1 billionth song
    10. online shopping
        1. 225 mil active users
18. Ch32: Music Man: Sound Track of His Life
    1. Jobs's iPod
       1. Dylon
       2. Beatles
       3. Rolling Stones
       4. Bach - Gould - Goldberg Variations
    2. Bob Dylan
       1. boxed set for $199
       2. 1 mil to hold off
       3. iPod ads
          1. Someday Baby
       4. back to #1 after 30 years
    3. Beatles
       1. pursue perfection
       2. apple corp
       3. suit
    4. Bono
       1. special iPod
       2. Jony Ive
       3. free commercial
    5. Yo-Yo Ma
       1. Wedding
       2. existence of God
       3. funeral
19. Ch33: Pixar's Friends...and Foes
    1. A Bug's Life
       1. let creative people flourish
       2. deal making
       3. Dreamworks Antz
       4. twice Antz
       5. get thru 2nd movie
    2. Steve's Own Movie
       1. Toy Story 2
       2. Pixars Headquarters
       3. San Francisco
       4. central atrium
       5. encourage encountering
       6. 2 sets of bathrooms
       7. bolted beam
       8. love lounge
    3. Divorce
       1. Michael Eisner
          1. Treasure Planet
          2. Brother Bear
       2. Finding Nemo
       3. Apple offer 7.5% distribution fee, own the characters
       4. John Lasseter crying
       5. Bob Iger: talking point
          1. 200503: renegotiate
          2. video iPod
          3. HK Disney: none for 10 yrs
          4. hit animated file=big wave
          5. buy Pixar: 7.4 bil
          6. reverse requisition
20. Ch34: 21 centry mac
    1. Clam, Ice Cubes, & Sunflowers
       1. 2000: PowerMac G4 Cube
          1. 8" cube
          2. overdesign & overprice
          3. learn lesson
          4. sunflower
    2. Intel
       1. from Motorola
       2. Paul Otellini
       3. seamless switch
21. Ch35: Round One: Memento Mori
    1. Cancer
       1. 200310 Kidney
       2. no surgery: don't want open body
       3. 20040631: surgery: c u in September
       4. no protein
       5. spread
    2. Stanford Commencement
       1. 2005 Stanford Commencement Speech
       2. intimate & simple talk
       3. 3 stories
          1. Drop out of Reed
          2. Ousted from Apple
          3. cancer & die soon
    3. Lion at fifty
       1. Birthday
       2. Cook COO