The Goal Of Apple Is Not To

A Lot Of What We Are Doing Is Getting Design Out Of The Way.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.

That's Just Tragic, That You Can Spend Four Years Of Your Life Studying The Design Of Three Dimensional Objects And Not Make One.

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

Different And New Is Relatively Easy. Doing Something Thats Genuinely Better Is Very Hard.