This book will form in you a new, special approach to design: the desire for the charisma of your products and services and excellence, the determination to invent and understand the company’s core values: “Secrecy, teamwork, quality.” Book “Design Lessons from Apple” - for those who study the design process and practice, who explore the strategic role of design, form their own vision of the world and how it works. Published in Russian for the first time. Unlike most companies today, Apple is sensitive to design, and this is of great importance for its clients and shareholders. This chapter is about how Apple remains true to its focus on the creative power of design. Everything from distinctive branding to technology and connection with consumers results in emotionally compelling products that embody beauty, ingenuity and charisma. Apple engages in design far beyond the engineering department and embeds design principles into the company's culture at every level. This chapter examines how taste, talent, and design culture are the building blocks of creating category-winning products that customers are happy with and keep coming back for again. A great product is the foundation of everything Apple does, and repeating that excellence regularly in a company's products enhances its reputation and turns its customers into its advocates. This chapter examines the product as the most valuable message and most important ambassador of any company. In the Apple universe, a constellation of personalized customer experiences surrounds every product and service. This chapter will show you how Apple takes a step back to look at the context in which a product exists from a distance, and then develops a system of interconnected services and customer touchpoints as part of the product's value platform. Apple actively prototypes. Throughout the development process, it studies advanced product concepts and properties and brings them to perfection before production begins. In this chapter, you'll go behind the scenes at Apple and other companies to see how prototyping and an experimental corporate environment play an important role in creating unparalleled products and services. Apple's culture of human-centered design leads to products that beat their competitors and never cease to delight consumers. This chapter introduces the design tools your company will need to create a culture of empathy. Apple's voice is clear and distinctive, and its products and services unmistakably convey the company's self-confidence. This chapter shows you how to create and develop your own aesthetic voice that will differentiate your products and services from those of your competitors. An insanely great thermostat proves that you, too, can be the Apple of your industry.