Creative Selection reveals Apple’s creation process from an insider

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Ken Kocienda's book, Creative Selection: Inside Apple's Design Process During the Golden Age of Stave Jobs.
Between this and Lisa Brennan Jobs' memoir, our reading schedule is filled!
Photo: St. Martin's Press

Do you enjoy reading? Do you like finding out behind-the-scenes information about Apple? Either you’ve crash-landed on the wrong website, or you may be interested in Creative Selection, a new book by former Apple software engineer Ken Kocienda.

Available to buy today, the book tells the story of Kocienda’s work on several major Apple projects, ranging from software like Safari to the iPhone’s autocorrect keyboard. It’s a neat dive into Apple’s creation process, as told by someone who had a 15-year inside look.

There are, of course, a litany of books about Apple, but relatively few are written by people who have actually worked for the company.

Given Apple’s massive focus on secrecy — which means revealing new products only when they’re finished and ready to ship — this means that it’s difficult for outsiders to get an accurate sense of what it’s like to be part of Apple’s development process.

That’s a niche Kocienda hopes to fill with Creative Selection. The book has received high praise from folks like John Gruber and long-time Apple journalist Adam Lashinsky, which certainly bodes well for its success. For any entrepreneurs who hope to take a bit of Apple’s magic and learn lessons from it, the book also identifies what Kocienda considers to be the seven main elements that lead Apple’s success in innovation.

Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs is published by St. Martin’s Press. It’s available in a range of formats including hardcover, Kindle, and Audible.