While this is often where the humanities enter our lives — the appreciation of the arts — one of the Apple Rules is that you merge aesthetics with innovation.

Devices like Mac computers and iPods are gems of design. Jobs wanted them to be easy on the eyes. We’re often surrounded by ugliness. We want to hold beautiful things in our hands.

“Beauty mattered to Jobs. He stopped production of the Mac to create a circuit board where the chips would be lined up, He also listed the names of his engineers inside of the computer housing. He said that `artists sign their work.’”