Ken Segall

Ken Segall is an advertising industry veteran who worked closely with Apple and Steve Jobs for many years.

As a creative director at the advertising agency Chiat/Day, Segall played a key role in developing Apple's marketing campaigns, including the famous "Think Different" campaign.

He was also responsible for naming the iMac, which led to the "i" prefix being used for many subsequent Apple products.

Segall's experience working with Jobs and Apple gives him unique insights into the company's approach to simplicity and marketing.

His book draws on these experiences to provide readers with a behind-the-scenes look at Apple's success.