The Macintosh was born out of a shared humanist approach to design by Steve Jobs and Hartmut Esslinger beginning in 1982. In 1981 fewer than 3% of the US population owned a computer, so Apple deliberately turned its attention away from the business market, and towards the personal market instead. The Macintosh, with its all-in-one beige box, minimal detailing and 9inch screen, was therefore conceived as a product that would be easy to use and small enough to suit the home enviroment. Essentially, the design of the Macintosh, with its user-friendly interface, played a key role in breaking down the fear that potential users felt about computers.
