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His interdisciplinary approach was backed up by an obsessive attention to detail. A carpenter making a fine chest of drawers will not use plywood on the back, even though nobody will see it, he said, and he applied the same approach to his products. “For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.” He insisted that the first Macintosh should have no internal cooling fan, so that it would be silent—putting user needs above engineering convenience. He called an engineer at Google one weekend with an urgent request: the colour of one letter of Google’s on-screen logo on the iPhone was not quite the right shade of yellow. He often wrote or rewrote the text of Apple’s advertisements himself.
