Creative Selection Book Cover
US & Canada cover US & Canada cover    UK & Australia cover UK & Australia cover
AN INSIDE ACCOUNT OF APPLE'S CREATIVE PROCESS
For over fifteen years at Apple, Ken Kocienda experimented with novel user interface concepts and wrote easy-to-use software for the iPhone, the iPad, and the Safari web browser.
In Creative Selection, he describes demos to Steve Jobs, what it was like to work at the company during its Golden Age, and the evolutionary design model that helped Apple become the first trillion dollar company.
“I couldn’t put it down.” — Adam Lashinsky
“It truly is extraordinary.” — John Gruber
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US & Canada cover US & Canada cover    UK & Australia cover UK & Australia cover
AN INSIDE ACCOUNT OF APPLE'S CREATIVE PROCESS
For over fifteen years at Apple, Ken Kocienda experimented with novel user interface concepts and wrote easy-to-use software for the iPhone, the iPad, and the Safari web browser.
In Creative Selection, he describes demos to Steve Jobs, what it was like to work at the company during its Golden Age, and the evolutionary design model that helped Apple become the first trillion dollar company.
“I couldn’t put it down.” — Adam Lashinsky
“It truly is extraordinary.” — John Gruber
AN INSIDE ACCOUNT OF APPLE'S CREATIVE PROCESS
For over fifteen years at Apple, Ken Kocienda experimented with novel user interface concepts and wrote easy-to-use software for the iPhone, the iPad, and the Safari web browser.
In Creative Selection, he describes demos to Steve Jobs, what it was like to work at the company during its Golden Age, and the evolutionary design model that helped Apple become the first trillion dollar company.
“I couldn’t put it down.” — Adam Lashinsky
“It truly is extraordinary.” — John Gruber

REVIEWS

“I’ve literally been waiting a decade for this book. Ken Kocienda takes you inside Apple in way only a true insider, a veteran software developer, could. Creative Selection is the answer to the prayer uttered by anyone who wants to truly understand how Apple works. I couldn’t put it down.”

Adam Lashinsky

New York Times bestselling author of Inside Apple

“Ken Kocienda played pivotal roles in the creation of both Safari and the original iPhone. One of the hardest problems―and biggest risks―of the first iPhone was the development of a multi-touch keyboard. I placed this formidable responsibility squarely in Ken’s hands, and the success of the keyboard emerged from his insights, collaboration, and dogged pursuit of excellence. He now offers readers, in his own words, a window into his experiences and insights from the trenches.”

Scott Forstall

Original iPhone Software Team Leader and SVP iOS, Apple

“If you’ve ever wondered what it’s like to work in a hotbed of innovation, you’ll enjoy this inside view of life at Apple. Ken Kocienda pioneered the iPhone keyboard, and this book gives a play-by-play of their creative process―from generating ideas to doing a demo for Steve Jobs.”

Adam Grant

New York Times bestselling author of Originals, Give and Take, and Option B (with Sheryl Sandberg)

“If you have ever wondered about how an Apple product comes to be, you should read this book”

Benjamin Mayo

“I’d be interested in the behind-the-scenes story of any Apple product. But if there is one I’m most interested in, it’s the iPhone. Kocienda delivers just that, and it truly is extraordinary. This book is a must-read for anyone interested in how Apple actually creates its products.”

John Gruber

Daring Fireball

“Kocienda reveals the real secret of Steve Jobs's leadership and Apple's magic: the ability to push people to think for themselves, and to empower them to turn their best thinking into reality. It is a story about the intersection of technology and humanity.”

Kim Scott

New York Times bestselling author of Radical Candor

“Creative Selection is simply the best book I've read so far about Apple.”

“A neat dive into Apple’s creation process, as told by someone who had a 15-year inside look.”

Leander Kahney

“A worthy read, focusing on a few detailed anecdotes that provide a terrific inside look at Apple's design process.”

Eric Slivka

THE AUTHOR
Ken Kocienda was a software engineer and designer at Apple for over fifteen years. After graduating from Yale with a degree in history, he fixed motorcycles in Arizona, worked in the editorial library of a newspaper in New York, taught English in Japan, and made fine art photographs in all those places. Eventually, he discovered the internet, taught himself computer programming, and made his way through a succession of dot-com-era startups, before landing at Apple in 2001, where he worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch.
THE AUTHOR
Ken Kocienda was a software engineer and designer at Apple for over fifteen years. After graduating from Yale with a degree in history, he fixed motorcycles in Arizona, worked in the editorial library of a newspaper in New York, taught English in Japan, and made fine art photographs in all those places. Eventually, he discovered the internet, taught himself computer programming, and made his way through a succession of dot-com-era startups, before landing at Apple in 2001, where he worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch.

THE AUTHOR

Ken Kocienda Author Photo
Ken Kocienda was a software engineer and designer at Apple for over fifteen years. After graduating from Yale with a degree in history, he fixed motorcycles in Arizona, worked in the editorial library of a newspaper in New York, taught English in Japan, and made fine art photographs in all those places. Eventually, he discovered the internet, taught himself computer programming, and made his way through a succession of dot-com-era startups, before landing at Apple in 2001, where he worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch.

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Creative Selection Book Cover