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Apple wins with simplicity. It Just Works: The Nine Simple Rules of Apple's Success shows how you can too.

As a leader at the centre of Apple’s digital revolution, I saw how a dedication to simplicity transforms the way Apple makes things, communicates, stays focused and persuades billions of us to embrace the new.

It Just Works unpacks Apple's success to identify nine strategies for simplification that you can use to improve your own work, whatever that work happens to be. Learn how to:

• Stay focussed.

• Make better things.

• Remove friction.

• Communicate powerfully.

• Lead change that sticks.

Published by Macmillan Business, September 2026.