Humane, the hot Silicon Valley startup that’s been drumming up interest in its secretive product recently, finally showed the world what its A-list talent has been working on. In a TED talk released on Tuesday, Humane co-founder Imran Chaudhri unveiled a small, screenless, badge-like device that the company hopes will replace the smartphone.

Humane is  a buzzy startup that’s raised more than $230 million from investors and has hired a lot of ex-Apple talent. It’s estimated 50% of the company’s 200 employees are from Apple. Chaudhri was one of the lead designers of the original iPhone, and contributed to dozens of Apple’s biggest products (the Mac, iPod, Apple TV, Apple Watch, AirPods and HomePod). His name is on thousands of patents. He met his wife, Humane co-founder Bethany Bongiorno, at Apple. And they hired Ken Kocienda, who literally wrote the book on Apple’s creative process.

I’m laying out their credentials here at the top because it is remarkable to me how such a team could miss the mark by such an incredible margin. Humane’s badge thing cannot and will not replace your iPhone, no matter how hard Chaudhri wishes that to be the case.

Imagine being an engineer assigned to help develop a device — and you’re not even allowed to see what it is supposed to look like.

Secrecy was so important to Apple on its first iPhone, the first prototype was not a handset but a large development board for team members to hook to a display to try out various functions.

Why couldn’t you type the F-word on the iPhone? Why did Steve Jobs make weird eye movements during demos? What kind of manager was Scott Forstall?

These and other questions are answered in a new book by Ken Kocienda, a former iPhone programmer who spent 15 years at Apple helping to develop the first iPhone, iPad and Safari web browser.

Published this week, Creative Selection, Inside Apple’s Design Process During the Golden Age of Steve Jobs, is a fascinating account of Kocienda’s career that focuses on how Apple makes great software. (read our review here)

Here are some of the most interesting things we learned from the book.

“It’s this long process of demos and decisions and feedback that creates this long, iterative progression … that leads you from not-very-promising ideas to products you can ship.”

Curious what it was like to work at Apple during its Golden Age of design? What exactly did the creative process look like? On this episode of the Apple Chat podcast, I sit down with Ken Kocienda, a programmer who spent 15 years at Apple during the Steve Jobs era. He worked on the first versions of the Safari web browser, iPhone, iPad and Apple Watch. His new book, Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs, chronicles his experiences working at the company and offers an inside look at the creative process that made the team successful.

On the podcast, Kocienda discusses his role in the development of the iOS keyboard, explaining how text entry evolved and offering insight into the autocorrect algorithm. He walks us through the Darwinian process of creative selection, describing how the demo pyramid functioned to provide feedback and move an idea from prototype to product. Listen in for his experience presenting a demo to Jobs himself and learn how the original spirit of the Macintosh lives on at Apple today!

When Steve Jobs died in 2011, pundits wondered how the company would continue to make great products without him.

The question is partly answered by programmer Ken Kocienda’s new book, Creative Selection, which describes his 15 years working at Apple helping to develop the original iPhone, iPad and Safari web browser.

Kocienda’s book is a remarkable insider’s story that shows how Apple creates the software that it’s rightly famous for.

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.