Few dispute that Apple’s products are the most intuitively designed, carefully crafted, and fun to use in the consumer technology industry. But how do they create such well-designed products? Designer Ken Kocienda worked at Apple from 2001 to 2016, during which time the company made some of the most important products in its history. In “Creative Selection,” he explains the revolutionary design methodology Apple used to make inventive and intuitive software that billions use every day.