Advertising executive Ken Segall’s behind-the-scenes book about working with Steve Jobs and Apple. The emphasis on simplicity rings true.
Steve’s idea was to do a Willy Wonka with it. Just as Wonka did in
the movie, Steve wanted to put a golden certificate representing
the millionth iMac inside the box of one iMac, and publicize that
fact. Whoever opened the lucky iMac box would be refunded the
purchase price and be flown to Cupertino, where he or she (and,
presumably, the accompanying family) would be taken on a tour of
the Apple campus.
Steve had already instructed his internal creative group to design
a prototype golden certificate, which he shared with us. But the
killer was that Steve wanted to go all out on this. He wanted to
meet the lucky winner in full Willy Wonka garb. Yes, complete with
top hat and tails.