You know, my philosophy is, it’s always been very simple. And it has its flaws, which I’ll go into. My philosophy is that everything starts with a great product. So, you know, I obviously believed in listening to customers, but customers can’t tell you about the next breakthrough that’s going to happen next year that’s going to change the whole industry. So you have to listen very carefully. But then you have to go and sort of stow away, you have to go hide away with people that really understand the technology, but also really care about the customers, and dream up this next breakthrough. And that’s my perspective, that everything starts with a great product. And that has its flaws. I have certainly been accused of not listening to the customers enough. And I think there is probably a certain amount of that that’s valid.
Steve Jobs, 1985
See, one of the things you have to remember is that we started off with a very idealistic perspective, that doing something with the highest quality, doing it right the first time, would really be cheaper than having to go back and do it again.
Steve Jobs, 1984
We’re both busy and we both don’t have a lot of time to learn how to use a washing machine or to use a phone – you get one of the phones now and you’re never going to learn more than 5 per cent of the features. You’re never going to use more than 5 per cent, and it’s very complicated. So you end up using just 5 per cent. It’s insane: we all have busy lives, we have jobs and we have interests and some of us have children, everyone’s lives are just getting busier, not less busy, in this busy society. You just don’t have time to learn this stuff, and everything’s getting more complicated.
Steve Jobs, 2004
The only purpose for me in building a company is so that it can make products. Of course, building a very strong company and a foundation of talent and culture is essential over the long run to keep making great products.
Steve Jobs , 1998
Much of the industry has lived off the Macintosh for over ten years now, slowly copying the Mac’s revolutionary user interface. Now the time has come for new innovation, and where better than Apple for this to spring from? Who else has consistently led this industry–first with the Apple II, then the Macintosh and LaserWriter? With this merger, the advanced software from NeXT will be married with Apple’s very high-volume hardware platforms and marketing channels to create another breakthrough, leapfrogging existing platforms, and fueling Apple and the industry copy cats for the next ten years and beyond. I still have very deep feelings for Apple, and it gives me great joy to play a role in architecting Apple’s future.
Steve Jobs, 1996