Have a look at some early Apple computer and tablet designs

In german designer Hartmut Esslinger's new book 'design forward' he outlines "strategic design" and how creative change built one of the most successful companies ever. Apple Inc.


' I want apple's design not just to be the best in the computer industry, but to be the very best in the entire world.' - steve jobs

" (...) in 1982, apple was in its sixth year of existence, and steve jobs, apple's cofounder and chairman, was twenty-eight years old.
steve, intuitive and fanatical about great design, realized that the company was in crisis. with the exception of the aging apple, IIe,
the company's products were failing against IBM's pc's. and they were all ugly, especially the apple III and soon to be released apple lisa.
the company's precious CEO, michael scott, had created different business divisions for each product line, including accessories such
as monitors and memory drives. each division had its own head of design and developed its products the way it wanted to. as a result, apple's products shared little in the way of a common design language or overall synthesis. in essence, bad design was
both the symptom and a contributing cause of apple's corporate disease. steve's desire to end the disjoined approach gave birth to a
strategic design project that would revolutionize apple's brand and product lines, change the trajectory of the company's future,
and eventually redefine the way the world thinks about and uses consumer electronics and communication technologies."

interesting to see the these decades old designs

more here