Recently Ken Segall who was the former ad man for Apple had written a book recently about of the business of Apple has been simplified and has resulted into becoming the world successful company. He was also the one that had created the Think Different campaign of Apple and even went ahead and gave the name to iMac. Segall worked alongside Jobs for 12 years and picked up various tips on how a business can be ran successfully and came up with two books behind the guiding principle of Apple.

In his first book that is names Insanely Simple, Segall has written about how Apple was simplified by Jobs from the operations to the product and even across the board. He also managed to turn a sinking ship of his computer business, into the world’s most profitable company. Think Simple, which is his second book is a continuation of where Insanely Simple, his first book left off. It was found that business leader Jerry Greenfield who is the co‐founder of Ben & Jerry as well as Walter Robb, the CEO of Whole Foods co were finding ways to simplify their products and operations so that for their respective industries they can be the next Apple. He also made headlines when he shared his views of how during the era of Tim Cook, if the simplicity factor is being lost by the company or if it’s just the way that is being lost.

When questioned about the fact that apple is being criticized for growing into a complex company, he stated that part of it is necessary as the company has grown as well as there is a maturity and this is something that they have to keep up with. By staying too simple, there is a chance that you can go ahead and lose your customers.