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Ken Kocienda is a software engineer who, among other things, worked on “Project Purple”: Apple’s codename for the original iPhone. Ken writes about the process behind software creation at Apple—which he dubs "creative selection"—and how he thinks that process was a significant driver in how Apple came up with its world-class products.
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This company built medical devices that captured images of the human retina. But the UX was complex, potentially causing errors. Using an iPhone helped them to tap into their network of accomplished app designers and ask for help. Apple noticed the device, and reached out and offered to help. This experience resulted in three key UX take-aways.
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