Nice book about Apple's obsession with simplicity

I recently read "Insanely Simple: The Obsession That Drives Apple's Success" by Ken Segall. I listened to it to be precise.

What a book.

The culture of simplification at Apple is a known fact. 

Here Ken Segall, who worked at Apple, gives examples of what this culture means.

It's a pleasure to read. 

He also explains how high is the bar at Apple. There is no place for anything else than perfection.

Yesterday Apple stock went up 10%. Apple worth now the same amount of dollar as the entire CAC40 (French's top 40 public companies). People are a bit shocked. There are discussions at the US Senate about the domination of Apple.

Reading this book makes you understand that this company just focused since it exists in making the best products, the best ads to promote its products, the best shops to promote its products, and so on. It worth its crazy valuation. It worth even more.

Other tips gathered from the book;

• The decision-maker in the meetings from the beginning of a project. Looping them in in final step is the best recipe for failure.
• In presentations, images must not be there to makes the presentation beautiful, they must convey a message, be useful.
• Simplification is a battle. A never-ending battle. A lot of people will like to add this little feature, this little button. It's not easy to say no to keep the experience simple. That's why it's a constant battle.
• Starting small is also a battle. People will push to make projects bigger. 
• Even when you did something simple, it's not over, you must continue to improve, you must "peel the onion".
• Small team of smart people is the best way to make great products.