Intro -- Design Like Apple -- Contents -- Introduction -- Design Makes All the Difference -- The Siren Song of Technology -- Beauty -- Ingenuity -- Charisma -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design the Organization -- Taste -- Talent -- Culture -- Summary -- The Building Blocks -- Design Like Apple Agenda -- The Product Is the Marketing -- Quality -- Repetition -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design Is Systems Thinking -- System Design -- Creating Experiences -- Perpetual Platforms -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design Out Loud -- Let's Get Physical -- Prototype and the Object -- Prototype and the Workspace -- Crowdsourced Prototyping -- Near-Life Experiences -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design Is for People -- A Human Centered Ethos: Empathy -- Design Research -- Design for Someone, But Not for Everyone -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design with Conviction -- Simply Beautiful -- Create Your Own Voice -- Conviction -- Summary -- The Building Blocks -- Design Like Apple Agenda -- Design Like Apple -- Notes -- Index.