We came into WWDC thinking we might have to approach Vesper for Mac with a new UI design sensibility. We came out thinking we should write it with a new programming language.
It is a false and foolish but widespread misconception that “innovation” goes only in the direction of additional complexity.
Alex Gollner examines the nine different ways Apple has described itself in its press releases since 1995. The biggest change, no surprise, is from biz-dev bullshit to plain English, four days before Steve Jobs became CEO in September 1997. Also interesting: as the company has gotten bigger, its description of itself has gotten simpler.