Apple’s focus on simplicity is the core driver of its repeated success. It can be seen in the way Apple is structured, the way it innovates,and the way it speaks to its customers. Simplicity is a guideline, a work style, a goal, and a measuring stick. Segall played a key role in Apple’s resurrection, working closely with Steve Jobs on nowfamous advertising campaigns. In Insanely Simple, he shows how Apple is built around the concept of simplicity and demonstrates why it’s such a powerful business weapon.