# Neil West

> Neil West is a keynote speaker, trainer and author on simplicity. He spent 16 years at Apple: Head of Music, Apple UK & Europe, as iTunes grew into the world's biggest music store, and Head of Services, Apple Southern Europe, across 21 countries (App Store, Apple Music, Apple TV+, iCloud and more). He is the author of It Just Works: The Nine Simple Rules of Apple's Success (Macmillan Business, October 2026).

Topics: simplicity, focus, customer experience, change and transformation, AI, leadership, and the lessons of Apple's success under Steve Jobs and beyond (iTunes, iPod, iPhone, App Store).

Key facts:
- 16 years at Apple, building teams and businesses.
- 10 years as Apple's Head of Music, UK & Europe.
- Head of Services for Apple Southern Europe across 21 countries.
- Ranked in the Top 5 of The Guardian's Music Power 100 (2011).
- TEDx speaker: what Steve Jobs, Apple and The Beatles teach managers.
- Earlier: European Editor-in-Chief of Rhapsody; Creative Director of GarageBand.com in Silicon Valley; Editor-in-Chief of NEXT Generation magazine; videogames journalist and Gamesmaster TV commentator.
- Neil is a former Apple employee; his work is independent of Apple Inc.

## Keynotes and workshops

- [Keynotes & Workshops](https://neilwest.com/keynotes-workshops/): Keynotes and training on simplicity, focus, customer experience, change, transformation and AI from former Apple executive Neil West, drawing on Steve Jobs, iTunes and the iPhone.
- [Introduction: Three Steps to Simplicity](https://neilwest.com/three-steps-to-simplicity/): Start here. The rewards of simplicity are huge. Whether you’re a leader, a team or an entire organisation, the pursuit of simplicity follows the same three steps. We map out those steps — and give you practical tools to get started. A keynote and workshop by former Apple executive Neil West.
- [The Simple Way to a Billion Customers](https://neilwest.com/billion-customers/): Want more customers? Discover the five ways simplicity helps Apple, Amazon and Google win billions of them — and how the same thinking can transform your business. A keynote and workshop by former Apple executive Neil West.
- [Create Simple Experiences People Love](https://neilwest.com/create-simple-experiences/): People don’t buy products. They buy simpler lives. Apple has built a $5 trillion business on this insight. Learn how to build simple customer experiences that attract, build loyalty and command premium prices. A keynote and workshop by former Apple executive Neil West.
- [Focus On What Matters](https://neilwest.com/focus-on-what-matters/): Complexity is the most expensive tax your organisation pays. I’ll help you pay less. Learn how to eliminate distractions, sharpen priorities and focus your energy on what matters most. A keynote and workshop by former Apple executive Neil West.
- [Make Change Simple](https://neilwest.com/make-change-simple/): Change doesn’t have to be painful. Apple has convinced billions of us to embrace the new. How? By making each step of the journey so simple that change feels frictionless and worthwhile. Discover how to do the same. A keynote and workshop by former Apple executive Neil West.
- [Get More Value From AI](https://neilwest.com/get-more-value-from-ai/): AI won’t fix complexity. It will amplify it. Discover how to simplify before accelerating and multiply the benefits of AI. A keynote and workshop by former Apple executive Neil West.

## About

- [My Story](https://neilwest.com/my-story/): Neil West spent 16 years at Apple: Head of Music, UK & Europe, as iTunes grew into the world’s biggest music store, then Head of Services, Southern Europe. Before that: Silicon Valley.
- [My Book](https://neilwest.com/my-book/): It Just Works: The Nine Simple Rules of Apple’s Success by Neil West (Macmillan Business, 2026). How Apple wins with simplicity, and how you can too. “A must-read” – Publishers Weekly.
- [Media](https://neilwest.com/media/): Neil West in The Times, The Guardian’s Music Power 100, Publishers Weekly and the Get Superpowered podcast, plus his TEDx talk on Steve Jobs, Apple and The Beatles.

## Contact

- [Book Neil](https://neilwest.com/book-neil/): Book Neil West, former Apple executive and author of It Just Works, for a keynote, workshop or training on simplicity, tailored to your audience.
- Email: hello@neilwest.com