system. For the box design, he hired Harmut Esslinger’s frogdesign, who pioneered the so-called “Snow White” design language, that would dictate computer design for the next decade.

To Steve, the Macintosh project was going to save Apple from the bloated Lisa project and the bureaucracy of the company. He tried to insufflate the team with entrepreneurial values, calling them rebels and artists, while the other Apple employees were bozos. The team was even in a separate building on Bandley Drive, where Steve hung a pirate flag: “better be a pirate than join the Navy,” he said — meaning the Navy was the rest of Apple.