This article originally appeared in 24hrs Vancouver on June 11, 2008.

When Steve Jobs took the stage in San Francisco on Monday to take the wraps off Apple’s latest iPhone, there were no debates as to what he would be wearing on the stage.

Steve walked out wearing jeans and a black turtleneck. He’s always wearing jeans and a black turtleneck, its part of his brand. Jobs likes things consistent and on message. The slides he uses for his keynotes are clean and simple. He speaks in short, confident sentences that are just vague enough to build curiosity.

Steve is like the company he leads. Apple is, from beginning to end, website to storefront, product to packaging – consistent and on message. Everything is about the experience. Steve’s keynotes are anticipation building thrill rides. Opening a new Apple box reveals layers of thoughtful and elegant design. While Apple products are not as basic as a black turtleneck and jeans, they are that simple: monochromatic, smooth functionality, solid colours, clean lines.

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