If there is one thing that CEO Tim Cook doesn't want people to know, it's what dwells behind his company's "signature." As a result, most efforts to explain design at Apple end up reducing a complex 37-year history to bromides about simplicity, quality, and perfection--as if those were ambitions unique to Apple alone. So Fast Company set out to remedy that deficiency through an oral history of Apple's design, a decoding of the signature as told by the people who helped create it. Catch up with the series so far:
2004: "The Holy Of Holies"
Be sure to listen to this great interview with Max Chafkin, author of the Byliner/Fast Company original e-book Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple: