SternisheFan writes "CNET's Christopher MacManus writes:
Apple Hartmut Esslinger ruled Apple's design roost in the 1980s. He exposes some of his original eye-catching concepts for the Mac and other gadgets in an upcoming book. may find themselves foaming at the mouth over some retro conceptual Mac computer photos featured in Hartmut Esslinger's upcoming book "Design Forward: Creative Strategies for Sustainable Change."
The book explores Esslinger's journey as a German designer who worked with Sony, Louis Vuitton, and others before moving on to Apple in 1982. Apple hired Esslinger to transform the successful yet scattered startup into a brand with a globally recognizable design mantra.
The book, which was written about earlier by Designboom, sheds light on some stunning Apple product concepts, many of which came to fruition years — or in some cases decades — later. You can see a few of these concepts here in our blog post, but head on over to Designboom to see more of Esslinger's prototype Mac desktop computers, a phone, a laptop, and even a tablet.
An excerpt from the book reveals how a 28-year-old Steve Jobs aspired to bring the company together from the inside out through its product design:
"The company's [then] CEO, Michael Scott, had created different business divisions for each product line, including accessories such as monitors and memory drives. Each division had its own head of design and developed its products the way it wanted to. As a result, Apple's products shared little in the way of a common design language or overall synthesis.
In essence, bad design was both the symptom and a contributing cause of Apple's corporate disease. Steve's desire to end the disjoined approach gave birth to a strategic design project that would revolutionize Apple's brand and product lines, change the trajectory of the company's future, and eventually redefine the way the world thinks about and uses consumer electronics and communication technologies.""
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