From Phones To Tablets: 26 Apple Designs That Never Came To Be | Fast Company

In a fascinating excerpt from his book, frog design’s Hartmut Esslinger recounts his days at Apple. The most interesting quote, to me, is this one which cautions against everything which happened at Apple between 1986 and 1996, and against analysts’ “visions” for Apple in the coming years:

Most importantly, I explained, Apple needed one design team that directly reported to him, and that design had to be involved far ahead of any actual product development in Apple’s strategic planning. This system would enable Apple to project new technologies and consumer interactions for years ahead, which would avoid shortsighted ad-hoc developments.

(emphasis mine)

Click over to Fast Company and read the rest.