Debo Che, executive creative director, Spike DDB, Spike Lee’s advertising agency, New York: “Who am I to describe anything that that man has done. But I will say that I admire most about how he approached his brand was that he was absolutely diligent and set on coming at things from a creative-user experience point of view. He changed my life and he changed so many people’s lives. I’ve been an Apple guy since they first came out with the original Macintosh. And whenever I worked on anything else, it just seemed foreign. Apple seemed like it was made for human beings and the way we think and the way we act and the way we create. He always put that at the forefront of his design, the interface was always dictated by us, not the other way around. I just feel that, especially now that he’s gone, it’s even more relevant, because one gets nervous and starts to think, ‘well, Apple might have been the only company that had been doing it right. And him being at the helm, I’m really hoping that not only Apple will continue to do what he set up – I’m sure they will – that other brands kind of take the lead as well. Put the user first. Put the consumer first. Put people first. Put our habits first. I think that was the greatest gift that he was able to give to us.”
