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How Apple Went from Underdog to Cult in Six Design and Innovation Strategies from the Early Days

In 1982, Apple hired German-American industrial designer and inventor Hartmut Esslinger to overhaul the company’s design strategy. He created the Snow White design language, which would come to define Apple, and turned the Silicon Valley underdog not only into a global force of design and innovation, but also into a singular culture — an aesthetic cult, even.

via How Apple Went from Underdog to Cult in Six Design and Innovation Strategies from the Early Days | Brain Pickings.

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