Steve Jobs in background. Colleague in front holding the Simplicity Brochure.
In 1977, Apple rolled out their first brochure based on the company's core philosophy represented by the headline tag, "Simplicity is the Ultimate Sophistication". The profound message hidden in the brochure's catchy tag line is that a simple solution to any problem is much harder to realize than a complex one. When people first address a problem, it seems really simple because it is least understood. Then when the full dimensions of the problem become known, people tend to come up with very complicated solutions because it's really precarious. Most people stop there. But a few people keep burning the midnight oil and finally understand the underlying principles of the problem and come up with an elegantly simple solution for it. This has been Apple's philosophy from day one, to solve complex problems with simple, elegant, sophisticated solutions.
Steve Jobs and Woz in front of a poster of the Simplicity apple.
