Apple’s Creation Process: How Mac, iPhone, and iPad Are Made

In a recent discussion on, Bruce Tognazzini, also known as “Tog,” draws parallels between the marketing strategies used for the Macintosh, iPhone, and iPad by Steve Jobs. Tognazzini, a notable figure in the tech community, points out that the limited initial offerings of these devices, such as the iPhone launching with minimal apps and missing several standard features like MMS and contact search, were strategic.

Similarly, the Mac was developed by a small, dedicated team, which Tognazzini suggests helped focus the product on essential features, enhancing the overall user experience.

This approach not only simplified the initial versions but also laid a solid foundation for future enhancements.

Tognazzini doesn’t explicitly state it, but this strategy of focusing on core functionalities likely also played a role in Apple’s marketing by keeping consumers and the media excited about future updates. This is evident from the anticipation and reception of new features in updates, like the introduction of copy and paste in iPhone software updates.

These insights are further elaborated in Tog’s detailed post, where he also discusses the decision to include arrow keys in the Mac’s design.

Bruce Tognazzini’s deep understanding of user interface comes from his extensive background at Apple, where he worked from 1978 to 1992 as employee #66, directly after Steve Jobs (#0) and Steve Wozniak (#1).

During his tenure, he established the Apple Human Interface Group and served as the company’s Human Interface Evangelist. His career also includes significant roles at Sun Microsystems, leading the design at WebMD, and currently, he is a principal at the Nielsen Norman Group.

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Justin is a dedicated writer for TUAW, bringing a wealth of knowledge and enthusiasm to the Apple news community. With a keen eye for detail, Justin covers everything from the latest iPhone releases to in-depth reviews of the MacBook Pro and Apple Watch. His insightful articles help readers stay informed about the ever-evolving world of Apple products. Justin’s expertise and approachable writing style make him a trusted voice for Apple enthusiasts everywhere.