I'm not a great fan of Apple, they're certainly leaders in their field and Jobs' was right when he said without Apple Microsoft would still be green pixel writing on a black screen. However their products create an elitest hierarchy in electronics ownership made worse by the fact that they are at the top end of affordable so too many people buy them at the expense of more basic needs.
Steve Jobs, however, was a very wise man with a great understanding of design and creativity. I like what he has to say here.
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people. Unfortunately, that’s too rare a commodity. A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have”
Obvious but sometimes it seems it takes a clever person to see the obvious.