"Creative Selection" by Ken Kocienda provides a behind-the-scenes glimpse into the development of iconic Apple products like the iPhone, iPad, and Safari. As a key member of the team responsible for creating the revolutionary software and user interface of these devices, Kocienda shares his personal experiences and insights that shaped their success.

The book explores the rigorous process of software development at Apple, highlighting the principles and practices that guided the design decisions. Kocienda emphasizes the importance of craftsmanship, iteration, and collaboration in creating exceptional products. He delves into the mindset of Apple's developers, who embraced iteration as a means to refine and perfect their ideas.

Kocienda also reflects on the challenges faced during the development of the iPhone's innovative virtual keyboard, offering valuable lessons on how to overcome obstacles and turn a potentially flawed design into a game-changing feature. He reveals the meticulous attention to detail and relentless pursuit of excellence that defined Apple's product development approach.

In "Creative Selection," Kocienda offers a rare insider perspective on the creative process behind some of the most influential technological advancements of our time. Blending personal anecdotes with professional insights, he provides a compelling narrative that will inspire aspiring designers, engineers, and innovators to embrace creativity, experimentation, and collaboration in their own work.