The Design-First Principle: How Apple Builds What You Didn’t Know You Needed

“A lot of times, people don’t know what they want until you show it to them.” — Steve Jobs [BusinessWeek (1998)] It was September 7, 2016, at the Bill Graham Civic Auditorium in San Francisco. In attendance at the in-person Apple event were journalists, Apple employees, developers, and industry partners. Globally, there were viewers watching the event live on YouTube, waiting in anticipation to…