Apple Products Quotes

So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.

If you keep your eye on the profit, you’re going to skimp on the product. But if you focus on making really great products, then the profits will follow.

The thing is, it’s very easy to be different, but very difficult to be better.

From Jess: FANG. I've commented your blog with my questions for THREE YEARS. You answer other people's STUPID questions but not MINE. YOU REALLY ASKED FOR IT, BUDDY. I'm just gonna comment with this until you answer at least one of my questions. DO YOU HAVE A JAMAICAN ACCENT? No, Mon DO YOU MOLT? Gross. WHAT'S YOUR STAR SIGN? Dont know. "Angel what's my star sign?" She says Scorpio. HAVE YOU TOLD JEB I LOVE HIM YET? No. DOES NOT HAVING A POWER MAKE YOU ANGRY? Well, that's not really true... DO YOU KNOW HOW TO DO THE SOULJA BOY? Can you see me doing the Soulja Boy? DOES IGGY KNOW HOW TO DO THE SOULJA BOY? Gazzy does. DO YOU USE HAIR PRODUCTS? No. Again,no. DO YOU USE PRODUCTS ON YOUR FEATHERS? I don't know that they make bird kid feather products yet. WHAT'S YOU FAVORITE MOVIE? There are a bunch WHAT'S YOUR FAVORITE SONG? I don't have favorites. They're too polarizing. WHAT'S YOUR FAVORITE SMELL? Max, when she showers. DO THESE QUESTIONS MAKE YOU ANGRY? Not really. IF I CAME UP TO YOU IN A STREET AND HUGGED YOU, WOULD YOU KILL ME? You might get kicked. But I'm used to people wanting me dead, so. DO YOU SECRETLY WANT TO BE HUGGED? Doesn't everybody? ARE YOU GOING EMO 'CAUSE ANGEL IS STEALING EVERYONE'S POWERS (INCLUDING YOURS)? Not the emo thing again. WHAT'S YOUR FAVORITE FOOD? Anything hot and delicious and brought to me by Iggy. WHAT DID YOU HAVE FOR BREAKFAST THIS MORNING? Three eggs, over easy. Bacon. More Bacon. Toast. DID YOU EVEN HAVE BREAKFAST THIS MORNING? See above. DID YOU DIE INSIDE WHEN MAX CHOSE ARI OVER YOU? Dudes don't die inside. DO YOU LIKE MAX? Duh. DO YOU LIKE ME? I think you're funny. DOES IGGY LIKE ME? Sure DO YOU WRITE DEPRESSING POETRY? No. IS IT ABOUT MAX? Ahh. No. IS IT ABOUT ARI? Why do you assume I write depressing poetry? IS IT ABOUT JEB? Ahh. ARE YOU GOING TO BLOCK THIS COMMENT? Clearly, no. WHAT ARE YOU WEARING? A Dirty Projectors T-shirt. Jeans. DO YOU WEAR BOXERS OR BRIEFS? No freaking comment. DO YOU FIND THIS COMMENT PERSONAL? Could I not find that comment personal? DO YOU WEAR SUNGLASSES? Yes, cheap ones. DO YOU WEAR YOUR SUNGLASSES AT NIGHT? That would make it hard to see. DO YOU SMOKE APPLES, LIKE US? Huh? DO YOU PREFER BLONDES OR BRUNETTES? Whatever. DO YOU LIKE VAMPIRES OR WEREWOLVES? Fanged creatures rock. ARE YOU GAY AND JUST PRETENDING TO BE STRAIGHT BY KISSING LISSA? Uhh... WERE YOU EXPERIMENING WITH YOUR SEXUALITY? Uhh... WOULD YOU TELL US IF YOU WERE GAY? Yes. DO YOU SECRETLY LIKE IT WHEN PEOPLE CALL YOU EMO? No. ARE YOU EMO? Whatever. DO YOU LIKE EGGS? Yes. I had them for breakfast. DO YOU LIKE EATING THINGS? I love eating. I list it as a hobby. DO YOU SECRETLY THINK YOU'RE THE SEXIEST PERSON IN THE WHOLE WORLD? Do you secretly think I'm the sexiest person in the whole world? DO YOU EVER HAVE DIRTY THOUGHTS ABOUT MAX? Eeek! HAS ENGEL EVER READ YOUR MIND WHEN YOU WERE HAVING DIRTY THOUGHT ABOUT MAX AND GONE "OMG" AND YOU WERE LIKE "D:"? hahahahahahahahahahah DO YOU LIKE SPONGEBOB? He's okay, I guess. DO YOU EVER HAVE DIRTY THOUGHT ABOUT SPONGEBOB? Definitely CAN YOU COOK? Iggy cooks. DO YOU LIKE TO COOK? I like to eat. ARE YOU, LIKE, A HOUSEWIFE? How on earth could I be like a housewife? DO YOU SECRETLY HAVE INNER TURMOIL? Isn't it obvious? DO YOU WANT TO BE UNDA DA SEA? I'm unda da stars. DO YOU THINK IT'S NOT TOO LATE, IT'S NEVER TOO LATE? Sure. WHERE DID YOU LEARN TO PLAY POKER? TV. DO YOU HAVE A GOOD POKER FACE? Totally. OF COURSE YOU HAVE A GOOD POKER FACE. DOES IGGY HAVE A GOOD POKER FACE? Yes. CAN HE EVEN PLAY POKER? Iggy beats me sometimes. DO YOU LIKE POKING PEOPLE HARD? Not really. ARE YOU FANGALICIOUS? I could never be as fangalicious as you'd want me to be. Fly on, Fang

It reminds me of that saying: “The apple doesn’t fall far from the tree.” I guess that means we’re just products of whoever made us and we don’t have much control. The thing is, when people use that phrase, they ignore the most critical part: the falling. Within the logic of that saying, the apple falls every single time. Not falling isn’t an option. So, if the apple has to fall, the most important question in my mind is what happens to it upon hitting the ground? Does it touch down with barely a scratch? Or does it smash on impact? Two vastly different fates. When you think about it, who cares about its proximity to the tree or what type of tree spawned it? What really makes all the difference, then, is how we land.

The morning Julia found the phone, my parents were over for brunch. Everything was falling apart around Benjy, although I'll never know what he knew at the time, and neither will he. The adults were talking when he reentered the kitchen and said, "The sound of time. What happened to it?" "What are you talking about?" "You know," he said, waving his tiny hand about, "the sound of time." It took time - about five frustrating minutes - to figure out what he was getting at. Our refigerator was being repaired, so the kitchen lacked its omnipresent, nearly imperceptible buzzing sound. He spent virtually all his home life within reach of that sound, and so had come to associate it with life happening. I loved his misunderstanding, because it wasn't a misunderstanding. My grandfather heard the cries of his dead brothers. That was the sound of his time. My father heard attacks. Julia heard the boys' voices. I heard silences. Sam heard betrayals and the sounds of Apple products turning on. Max heard Argus's whining. Benjy was the only one still young enough to hear home.

Steve Jobs thus became the greatest business executive of our era, the one most certain to be remembered a century from now. History will place him in the pantheon right next to Edison and Ford. More than anyone else of this time, he made products that were completely innovative, combining the power of poetry and processors. With a ferocity that could make working with him as unsettling as it was inspiring, he also built the world's most creative company. And he was able to infuse into its DNA the design sensibilities, perfectionism, and imagination that make it likely to be, even decades from now, the company that thrives best at the intersection of artistry and technology.

It is a well-known established fact throughout the many-dimensional worlds of the multiverse that most really great discoveries are owed to one brief moment of inspiration. There's a lot of spadework first, of course, but what clinches the whole thing is the sight of, say, a falling apple or a boiling kettle or the water slipping over the edge of the bath. Something goes click inside the observer's head and then everything falls into place. The shape of DNA, it is popularly said, owes its discovery to the chance sight of a spiral staircase when the scientist‘s mind was just at the right receptive temperature. Had he used the elevator, the whole science of genetics might have been a good deal different. This is thought of as somehow wonderful. It isn't. It is tragic. Little particles of inspiration sleet through the universe all the time traveling through the densest matter in the same way that a neutrino passes through a candyfloss haystack, and most of them miss. Even worse, most of the ones that hit the exact cerebral target, hit the wrong one. For example, the weird dream about a lead doughnut on a mile-high gantry, which in the right mind would have been the catalyst for the invention of repressed-gravitational electricity generation (a cheap and inexhaustible and totally non-polluting form of power which the world in question had been seeking for centuries, and for the lack of which it was plunged into a terrible and pointless war) was in fact had by a small and bewildered duck. By another stroke of bad luck, the sight of a herd of wild horses galloping through a field of wild hyacinths would have led a struggling composer to write the famous Flying God Suite, bringing succor and balm to the souls of millions, had he not been at home in bed with shingles. The inspiration thereby fell to a nearby frog, who was not in much of a position to make a startling contributing to the field of tone poetry. Many civilizations have recognized this shocking waste and tried various methods to prevent it, most of them involving enjoyable but illegal attempts to tune the mind into the right wavelength by the use of exotic herbage or yeast products. It never works properly.

Jobs's intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him- the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store-he was relentless. But if he did not want to deal with something - a legal annoyance, a business issue, his cancer diagnosis, a family tug- he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options. He attributed his ability to focus and his love of simplicity to his Zen training. It honed his appreciation for intuition, showed him how to filter out anything that was distracting or unnecessary, and nurtured in him an aesthetic based on minimalism.

The reason Apple can create products like the iPad is that we’ve always tried to be at the intersection of technology and liberal arts,

Not since the original Mac had a clarity of product vision so propelled a company into the future. " If anybody was ever wondering why Apple is on the earth, I would hold up this as a good example

For instance, in the design stages for a new mouse for an early Apple product, Jobs had high expectations. He wanted it to move fluidly in any direction—a new development for any mouse at that time—but a lead engineer was told by one of his designers that this would be commercially impossible. What Jobs wanted wasn’t realistic and wouldn’t work. The next day, the lead engineer arrived at work to find that Steve Jobs had fired the employee who’d said that. When the replacement came in, his first words were: “I can build the mouse.

He was ego-free, which was very rare in the design student world. Most design students had lots of ego and very little talent. Jony was the other way around.

if there’s not some sort of friction in a move forward, your step is not as consequential as you’d like to believe it is.

Innovation,” he wrote, “is rarely about a big idea; more usually it’s about a series of small ideas brought together in a new and better way.

In keeping with my family's affection for doomed product lines and hexed formats, we purchased a Betamax. The year before, we'd bought a TRS-80 instead of an Apple II, and in due course we'd unbox Mattel's Intellivision, instead of Atari's legendary gizmo. This was good training for a writer, for the sooner you accept the fact that you are a deluded idiot who is always out of step with reality the better off you will be.

The unified field theory that ties together Jobs personality and products begins with his most salient trait: his intensity. His silences could be as searing as his rants; he had taught himself to stare without blinking. Sometimes this intensity was charming, in a geeky way, such as when he was explaining the profundity of Bob Dylan's music or why whatever product he was unveiling at that moment was the most amazing thing that Apple had ever made. At other times it could be terrifying, such as when he was fulminating about Google or Microsoft ripping of Apple.

The key venue for freewheeling discourse was the Monday morning executive team gathering, which started at 9 and went for three or four hours. The focus was always on the future: What should each product do next? What new things should be developed? Jobs used the meeting to enforce a sense of shared mission at Apple. This served to centralize control, which made the company seem as tightly integrated as a good Apple product, and prevented the struggles between divisions that plagued decentralized companies.

Google, you fucking ripped off the iPhone, wholesale ripped us off. Grand theft. I will spend my last dying breath if I need to, and I will spend every penny of Apple’s $40 billion in the bank, to right this wrong. I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this. They are scared to death, because they know they are guilty. Outside of Search, Google’s products—Android, Google Docs—are shit.

Be fruitful. God’s command in Genesis 1:28 is most often understood as referring to procreation, but filling the earth with people is only part of the meaning. The Hebrew word for fruitful means more than just sexual reproduction; it refers to being fruitful in either a literal or a figurative sense. Fruitfulness can be qualitative in nature as well as quantitative. Mankind has never had a problem being procreative—a current global population of over six billion is proof of that—but we do have a problem with being fruitful in the other ways God desires. Essentially, being fruitful means releasing our potential. Fruit is an end product. An apple tree may provide cool shade and be beautiful to look at, but until it produces apples it has not fulfilled its ultimate purpose. Apples contain the seeds of future apple trees and, therefore, future apples. However, apples also have something else to offer: a sweet and nourishing food to satisfy human physical hunger. In this sense, fruit has a greater purpose than simply reproducing; fruit exists to bless the world. Every person is born with a seed of greatness. God never tells us to go find seed; it is already within us. Inside each of us is the seed potential for a full forest—a bumper crop of fruit with which to bless the world. We each were endowed at birth with a unique gift, something we were born to do or become that no one else can achieve the way we can. God’s purpose is that we bear abundant fruit and release the blessings of our gift and potential to the world.

The apple doesn't fall far from the tree." I guess that means we're just products of whoever made us and we don't have much control. The thing is, when people use that phrase, they ignore the most critical part: the falling. Within the logic of that saying, the apple falls every single time. Not falling isn't an option. So, if the apple has to fall, the most important question in my mind is what happens to it upon hitting the ground? Does it touch down with barely a scratch? Or does it smash on impact? Two vastly different fates. When you think about it, who cares about its proximity to the tree or what type of tree spawned it? What really makes all the difference, then, is how we land.

He was completely interested in humanizing technology.

He thought it essential for youngsters to develop tenacity “so there’s never an idle moment

Entrepreneurs are usually enamored with the preciousness of their product vs. something that can scale.

Why do some products, like the iPhone, turn out as well as they do? I’m now ready to offer my complete answer. It comes in three parts.

From the earliest days at Apple, I realized that we thrived when we created intellectual property. If people copied or stole our software, we’d be out of business. If it weren’t protected, there’d be no incentive for us to make new software or product designs. If protection of intellectual property begins to disappear, creative companies will disappear or never get started. But there’s a simpler reason: It’s wrong to steal. It hurts other people. And it hurts your own character.

We are training not isolated men but a living group of men, - nay, a group within a group. And the final product of our training must be neither a psychologist nor a brickmason, but a man. And to make men, we must have ideals, broad, pure, and inspiring ends of living, - not sordid money-getting, not apples of gold. The worker must work for the lory of his handiwork, not simply for pay; the thinker must think for truth, not for fame. And all this is gained only by human strife and longing; by ceaseless training and education; by founding Right on righteousness and Truth on the unhampered search for Truth...and weaving thus a system, not a distortion, and bringing a birth, not an abortion.

Lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company. Apple has been sidelined by Microsoft in the PC business. You've got to reinvent the company to do some other thing, like other consumer products or devices. You've got to be like a butterfly and have a metamorphosis.

Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

Jobs also used the meetings to enforce focus. At Robert Friedland's farm, his job had been to prune the apple trees so that they would stay strong, and that became a metaphor for his pruning at Apple. Instead of encouraging each group to let product lines proliferate based on marketing considerations, or permitting a thousand ideas to bloom, Jobs insisted that Apple focus on just two or three priorities at a time. " There is no one better at turning off the noise that is going on around him," Cook said. " That allows him to focus on a few things and say no to many things. Few people are really good at that.

nowadays sound embarrassing. Jobs wanted Apple “to become a wonderful consumer products company,” Sculley wrote. “This was a lunatic plan. . . . Apple would never be a consumer products company. . . . We couldn’t bend reality to all our dreams of changing the world. . . . High tech could not be designed and sold

Far from being freaks, the Hell's Angels are a logical product of the culture that now claims to be shocked at their existence. The generation represented by the editors of Time has lived so long in a world full of Celluloid outlaws hustling toothpaste and hair oil that it is no longer capable of confronting the real thing. For twenty years they have sat with their children and watched yesterday's outlaws raise hell with yesterday's world ... and now they are bringing up children who think Jesse James is a television character. This is the generation that went to war for Mom, God and Apple Butter, the American Way of Life. When they came back, they crowned Eisenhower and then retired to the giddy comfort of their TV parlors, to cultivate the subtleties of American history as seen by Hollywood.

We always started small, with some inspiration. We made demos. We mixed in feedback. We listened to guidance from smart colleagues. We blended in variations. We honed our vision. We followed the initial demo with another and then another. We improved our demos in incremental steps. We evolved our work by slowly converging on better versions of the vision. Round after round of creative selection moved us step by step from the spark of an idea to a finished product.

The problem was, they advertised their product as a “5GB mp3 player.” It is exactly the same message as Apple’s “1,000 songs in your pocket.” The difference is Creative told us WHAT their product was and Apple told us WHY we needed it.

Fill. The third phase of dominion is to “fill” or “replenish” the earth. Bearing fruit, refining our gift, and mastering the use of our resources create demand and lead naturally to wider “distribution.” To “fill the earth” means to expand our gift, our influence, our resources, just as a growing business would by continually improving its product, opening new outlets, and hiring more employees. Another way to look at it is to think once again of an apple tree. A single apple seed grows into an apple tree, which then produces apples, each of which contains seeds for producing more trees. Planting those seeds soon turns a single apple tree into a whole orchard. This expansion to “fill the earth” is a joint effort between the Lord and us. Our part is to be faithful with the resources He has given. He is the one who brings the expansion. The more faithful we are with our stewardship, the more resources God will entrust to us. That is a biblical principle.

As a result, the process of designing a product at Apple was integrally related to how it would be engineered and manufactured. Ive described one of Apple’s Power Macs. “We wanted to get rid of anything other than what was absolutely essential,” he said. “To do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing

The iPhone When we are at these early stages in design . . . often we’ll talk about the story for the product—we’re talking about perception. We’re talking about how you feel about the product, not in a physical sense, but in a perceptual sense. —JONY IVE

When you are a designer, you have to be able to convey your ideas to people who are not designers; perhaps they are financing you or going to do the production, and you have to be able to turn them on to the product and its feasibility. Jony was able to do that.

The Apple Marketing Philosophy” that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

THE ORGANIC FOODS MYTH A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case. In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic." Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight. So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic. Suzy Kassem, Truth Is Crying

It is no longer just engineers who dominate our technology leadership, because it is no longer the case that computers are so mysterious that only engineers can understand what they are capable of. There is an industry-wide shift toward more "product thinking" in leadership--leaders who understand the social and cultural contexts in which our technologies are deployed. Products must appeal to human beings, and a rigorously cultivated humanistic sensibility is a valued asset for this challenge. That is perhaps why a technology leader of the highest status--Steve Jobs--recently credited an appreciation for the liberal arts as key to his company's tremendous success with their various i-gadgets.

The personality of man is not an apple that has to be polished, but a banana that has to be peeled. And the reason we remain so far from one another, the reason we neither communicate nor interact in any real way, is that most of us spend our lives in polishing rather than peeling... Almost everything in modern life is devoted to the polishing process, and little to the peeling process. It is the surface personality that we work on—the appearance, the clothes, the manners, the geniality. In short, the salesmanship: We are selling the package, not the product.

The researchers discovered that money is indeed a major factor in day-to-day happiness. No surprise there. You need to make a certain amount, on average, to be able to afford food, shelter, clothing, entertainment, and the occasional Apple product, but what spun top hats around the country was their finding that, beyond a certain point, your happiness levels off. The happiness that money offers doesn’t keep getting more and more potent—it plateaus. The research showed that a lack of money brings unhappiness, but an overabundance does not have the opposite effect.

Remember, Steve Jobs didn’t promise that Apple’s next product would change the world.  Jobs said that he would change the world.  It didn’t matter if the vehicle was the Lisa, The Mac, or even Pixar Studios.  Any individual endeavor might fail, but he was 100% certain he would eventually achieve his goals.

To begin with, there is the frightful debauchery of taste that has already been effected by a century of mechanisation. This is almost too obvious and too generally admitted to need pointing out. But as a single instance, take taste in its narrowest sense - the taste for decent food. In the highly mechanical countries, thanks to tinned food, cold storage, synthetic flavouring matters, etc., the palate it almost a dead organ. As you can see by looking at any greengrocer’s shop, what the majority of English people mean by an apple is a lump of highly-coloured cotton wool from America or Australia; they will devour these things, apparently with pleasure, and let the English apples rot under the trees. It is the shiny, standardized, machine-made look of the American apple that appeals to them; the superior taste of the English apple is something they simply do not notice. Or look at the factory-made, foil wrapped cheeses and ‘blended’ butter in an grocer’s; look at the hideous rows of tins which usurp more and more of the space in any food-shop, even a dairy; look at a sixpenny Swiss roll or a twopenny ice-cream; look at the filthy chemical by-product that people will pour down their throats under the name of beer. Wherever you look you will see some slick machine-made article triumphing over the old-fashioned article that still tastes of something other than sawdust. And what applies to food applies also to furniture, houses, clothes, books, amusements and everything else that makes up our environment. These are now millions of people, and they are increasing every year, to whom the blaring of a radio is not only a more acceptable but a more normal background to their thoughts than the lowing of cattle or the song of birds. The mechanisation of the world could never proceed very far while taste, even the taste-buds of the tongue, remained uncorrupted, because in that case most of the products of the machine would be simply unwanted. In a healthy world there would be no demand for tinned food, aspirins, gramophones, gas-pipe chairs, machine guns, daily newspapers, telephones, motor-cars, etc. etc.; and on the other hand there would be a constant demand for the things the machine cannot produce. But meanwhile the machine is here, and its corrupting effects are almost irresistible. One inveighs against it, but one goes on using it. Even a bare-arse savage, given the change, will learn the vices of civilisation within a few months. Mechanisation leads to the decay of taste, the decay of taste leads to demand for machine-made articles and hence to more mechanisation, and so a vicious circle is established.

Many had been raped and most of these rape victims had fallen prey to male members of their own family, usually their own fathers. Unmarried women who became pregnant as a result of these rapes were murdered as soon as their condition was discovered to wash away the disgrace and keep the scandal hidden. In some cases the murderer was the rapist himself. Some victims were deliberately poisoned with the pesticides that were used to spray the apple trees in that region famous for its apple production. The death certificate would read: “Death from natural causes.” No doctor was required to obtain a death certificate for these women. Witnesses were sufficient.

Creativity is just connecting things,” Apple cofounder Steve Jobs said in 1996. “When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.” People become creative brokers, in other words, when they learn to pay attention to how things make them react and feel. “Most people are too narrow in how they think about creativity,” Ed Catmull, the president of Disney Animation, told me. “So we spend a huge amount of time pushing people to go deeper, to look further inside themselves, to find something that’s real and can be magical when it’s put into the mouth of a character on a screen. We all carry the creative process inside us; we just need to be pushed to use it sometimes.

In order to create something that deserves to sit alongside the best products in the world, you have to have spent enough time interacting with the best products.

The late eighties was a good vintage. ID was not yet fashionable so a lot of people were doing it for the right reasons - to make good design, not become stars.

An Apple executive told The New York Times, “We don’t have an obligation to solve America’s problems. Our only obligation is making the best product possible.

The thing is, it’s very easy to be different, but very difficult to be better. —JONY IVE

In 2011 a milestone was reached: Apple and Google spent more on lawsuits and payments involving patents than they did on research and development of new products.

By focusing on making fewer, higher-profile products, and by refusing to compromise on quality, Apple was able to achieve greater efficiency while it charged a premium price.

We are not interested in design statements. We do everything we can to simplify design.

nothing is left to chance; everything must be deeply considered.

When you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation,’ Jony said.

Jony, too, would become a master of the approach, agreeing with Jobs’s mantra: ‘Simplicity is the ultimate sophistication.

Steve kept impressing on us that the design was integral to what would make us great,’ said Schiller.

This is also, I hope, a book about innovation. At a time when the United States is seeking ways to sustain its innovative edge, and when societies around the world are trying to build creative digital-age economies, Jobs stands as the ultimate icon of inventiveness, imagination, and sustained innovation. He knew that the best way to create value in the twenty-first century was to connect creativity with technology, so he built a company where leaps of the imagination were combined with remarkable feats of engineering. He and his colleagues at Apple were able to think differently: They developed not merely modest product advances based on focus groups, but whole new devices and services that consumers did not yet know they needed.

Hertzfeld replied that he needed a couple more days to finish the Apple II product he was in the middle of. “What’s more important than working on the Macintosh?” Jobs demanded. Hertzfeld explained that he needed to

as to the current or future directions of Apple’s product designs, nor do other design firms we might deal with, so it is possible to inadvertently design similar looking products. It is in both Apple’s and NeXT’s best interest to rely on Hartmut

There is an uncomfortable willingness among privacy campaigners to discriminate against mass surveillance conducted by the state to the exclusion of similar surveillance conducted for profit by large corporations. Partially, this is a vestigial ethic from the Californian libertarian origins of online pro-privacy campaigning. Partially, it is a symptom of the superior public relations enjoyed by Silicon Valley technology corporations, and the fact that those corporations also provide the bulk of private funding for the flagship digital privacy advocacy groups, leading to a conflict of interest. At the individual level, many of even the most committed privacy campaigners have an unacknowledged addiction to easy-to-use, privacy-destroying amenities like Gmail, Facebook, and Apple products. As a result, privacy campaigners frequently overlook corporate surveillance abuses. When they do address the abuses of companies like Google, campaigners tend to appeal to the logic of the market, urging companies to make small concessions to user privacy in order to repair their approval ratings. There is the false assumption that market forces ensure that Silicon Valley is a natural government antagonist, and that it wants to be on the public’s side—that profit-driven multinational corporations partake more of the spirit of democracy than government agencies. Many privacy advocates justify a predominant focus on abuses by the state on the basis that the state enjoys a monopoly on coercive force. For example, Edward Snowden was reported to have said that tech companies do not “put warheads on foreheads.” This view downplays the fact that powerful corporations are part of the nexus of power around the state, and that they enjoy the ability to deploy its coercive power, just as the state often exerts its influence through the agency of powerful corporations. The movement to abolish privacy is twin-horned. Privacy advocates who focus exclusively on one of those horns will find themselves gored on the other.

the course of time, all of Apple’s competitors lost their WHY. Now all those companies define themselves by WHAT they do: we make computers. They turned from companies with a cause into companies that sold products. And when that happens, price, quality, service and features become the primary currency to motivate a purchase decision. At that point a company and its products have ostensibly become commodities. As any company forced to compete on price, quality, service or features alone can attest, it is very hard to differentiate for any period of time or build loyalty on those factors alone.

Despite his new fame and fortune, he still fancied himself a child of the counterculture. On a visit to a Stanford class, he took off his Wilkes Bashford blazer and his shoes, perched on top of a table, and crossed his legs into a lotus position. The students asked questions, such as when Apple’s stock price would rise, which Jobs brushed off. Instead he spoke of his passion for future products, such as someday making a computer as small as a book. When the business questions tapered off, Jobs turned the tables on the well-groomed students. “How many of you are virgins?” he asked. There were nervous giggles. “How many of you have taken LSD?” More nervous laughter, and only one or two hands went up. Later Jobs would complain about the new generation of kids, who seemed to him more materialistic and careerist than his own. “When I went to school, it was right after the sixties and before this general wave of practical purposefulness had set in,” he said. “Now students aren’t even thinking in idealistic terms, or at least nowhere near as much.” His generation, he said, was different. “The idealistic wind of the sixties is still at our backs, though, and most of the people I know who are my age have that ingrained in them forever.

Still allergic to PowerPoints and formal presentations, he insisted that the people around the table hash out issues from various vantages and the perspectives of different departments. Because he believed that Apple's great advantage was its integration of the whole widget- from design to hardware to software to content-he wanted all departments at the company to work together in parallel. The phrases he used were "deep collaboration" and "concurrent engineering." Instead of a development process in which a product would be passed sequentially from engineering to design to manufacturing to marketing and distribution, these various departments collaborated simultaneously. " Our method was to develop integrated products, and that meant our process had to be integrated and collaborative," Jobs said. This approach also applied to key hires. He would have candidates meet the top leaders-Cook, Tevanian, Schiller, Rubinstein, Ive- rather than just the managers of the department where they wanted to work. " Then we all get together without the person and talk about whether they'll fit in," Jobs said.

Healing Foods When you’re looking to boost the immune system and support the reproductive system, the best foods to concentrate on are wild blueberries, sesame tahini, avocados, black beans, asparagus, apples, spinach, black grapes, and cucumbers. They’ll help by variously providing antioxidants, preventing hot flashes, providing critical nutrients to fortify vital organs, reducing inflammation, and keeping hormone levels balanced. Herbs and Supplements to Address General Symptoms Silver hydrosol: kills viruses, bacteria, and other microbes on contact and supports the immune system. Zinc: kills viruses, boosts the immune system, and helps protect the endocrine system. Licorice root: aids the adrenal glands and helps balance the body’s levels of cortisol and cortisone. L-lysine: impairs the ability of virus cells to move and reproduce. Vitamin B12 (as methylcobalamin and/or adenosylcobalamin): strengthens the central nervous system. Nascent iodine: stabilizes and strengthens the thyroid and the rest of the endocrine system. Ashwagandha: fortifies the adrenal glands and helps balance the production of cortisol.

Apparently sprinters reach their highest speed right out of the blocks, and spend the rest of the race slowing down. The winners slow down the least. It's that way with most startups too. The earliest phase is usually the most productive. That's when they have the really big ideas. Imagine what Apple was like when 100% of its employees were either Steve Jobs or Steve Wozniak.

In the seventy years since von Neumann effectively placed his “Draft Report” on the EDVAC into the public domain, the trend for computers has been, with a few notable exceptions, toward a more proprietary approach. In 2011 a milestone was reached: Apple and Google spent more on lawsuits and payments involving patents than they did on research and development of new products.64

CEO Gil Amelio stumbled. Ellison may have been baffled when Jobs insisted that he was not motivated by money, but it was partly true. He had neither Ellison’s conspicuous consumption needs nor Gates’s philanthropic impulses nor the competitive urge to see how high on the Forbes list he could get. Instead his ego needs and personal drives led him to seek fulfillment by creating a legacy that would awe people. A dual legacy, actually: building innovative products and building a lasting company. He wanted to be in the pantheon with, indeed a notch above, people like Edwin Land, Bill Hewlett, and David Packard. And the best way to achieve all this was to return to Apple and reclaim his kingdom. And yet when the cup of power neared his lips, he became strangely hesitant, reluctant, perhaps coy. He returned to Apple officially in January 1997 as a part-time advisor, as he had told Amelio he would. He began to assert himself in some personnel areas, especially in protecting his people who had made the transition from NeXT. But in most other ways he was unusually passive. The decision not to ask him to join the board offended him, and he felt demeaned

He directed Katie Cotton, his communications chief at Apple, to adopt a policy in which Steve made himself available only to a few print outlets, including Fortune, the Wall Street Journal, Time, Newsweek, BusinessWeek, and the New York Times. Whenever he had a product to hawk, he and Cotton would decide which of this handful of trusted outlets would get the story. And Steve would tell it, alone.

Apple raised $17 billion in a bond offering in 2013. Not to invest in new products or business lines, but to pay a dividend to stockholders. The company is awash with cash, but much of that money is overseas, and there would be a tax charge if it were repatriated to the USA. For many other companies, the tax-favoured status of debt relative to equity encourages financial engineering. Most large multinational companies have corporate and financial structures of mind-blowing complexity. The mechanics of these arrangements, which are mainly directed at tax avoidance or regulatory arbitrage, are understood by only a handful of specialists. Much of the securities issuance undertaken by Goldman Sachs was not ‘helping companies to grow’ but represented financial engineering of the kind undertaken at Apple. What

A good family farm produces more, in net terms, than the farm family consumes. The good farmer has secured enough land to grow crops and support his or her livestock. The extra production beyond the farm family’s own consumption can be sold and traded for other goods and services—TVs, clothes, books. Some countries are like good family farms, with more bio-capacity than what it takes, in net terms, to provide for their inhabitants. Compare this with a weekend hobby farm, with honeybees, a rabbit, and an apple tree, where most resources have to be bought from elsewhere. Presently 80% of the world population lives in countries that are like hobby farms. They consume more, in net terms, than what the ecosystems of their country can regenerate. The rest is imported or derives from unsustainable overuse of local fields and forests.

But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate politics as he could. He felt, with justification, that Jobs was not appreciative of the Apple II, which remained the cash cow of the company and accounted for 70% of its sales at Christmas 1984. “People in the Apple II group were being treated as very unimportant by the rest of the company,” he later said. “This was despite the fact that the Apple II was by far the largest-selling product in our company for ages, and would be for years to come.” He even roused himself to do something out of character; he picked up the phone one day and called Sculley, berating him for lavishing so much attention on Jobs and the Macintosh division. Frustrated, Wozniak decided to leave quietly to start a new company that would make a universal remote control device he had invented. It would control your television, stereo, and other electronic devices with a simple set of buttons that you could easily program. He informed the head of engineering at the Apple II division, but he didn’t feel he was important enough to go out of channels and tell Jobs or Markkula. So Jobs first heard about it when the news leaked in the Wall Street Journal. In his earnest way, Wozniak had openly answered the reporter’s questions when he called. Yes, he said, he felt that Apple had been giving short shrift to the Apple II division. “Apple’s direction has been horrendously wrong for five years,” he said.

Steve Jobs was famous for what observers called his “reality distortion field.” Part motivational tactic, part sheer drive and ambition, this field made him notoriously dismissive of phrases such as “It can’t be done” or “We need more time.” Having learned early in life that reality was falsely hemmed in by rules and compromises that people had been taught as children, Jobs had a much more aggressive idea of what was or wasn’t possible. To him, when you factored in vision and work ethic, much of life was malleable. For instance, in the design stages for a new mouse for an early Apple product, Jobs had high expectations. He wanted it to move fluidly in any direction—a new development for any mouse at that time—but a lead engineer was told by one of his designers that this would be commercially impossible. What Jobs wanted wasn’t realistic and wouldn’t work. The next day, the lead engineer arrived at work to find that Steve Jobs had fired the employee who’d said that. When the replacement came in, his first words were: “I can build the mouse.” This was Jobs’s view of reality at work. Malleable, adamant, self-confident. Not in the delusional sense, but for the purposes of accomplishing something. He knew that to aim low meant to accept mediocre accomplishment. But a high aim could, if things went right, create something extraordinary. He was Napoleon shouting to his soldiers: “There shall be no Alps!” For most of us, such confidence does not come easy. It’s understandable. So many people in our lives have preached the need to be realistic or conservative or worse—to not rock the boat. This is an enormous disadvantage when it comes to trying big things. Because though our doubts (and self-doubts) feel real, they have very little bearing on what is and isn’t possible. Our

smart call. To make the Apple II successful required more than just Wozniak’s awesome circuit design. It would need to be packaged into a fully integrated consumer product, and that was Jobs’s role. He began by asking their erstwhile partner Ron Wayne to design a case. “I assumed they had no money, so I did one that didn’t require any tooling and could be fabricated in a standard metal shop,” he said. His design called for a Plexiglas cover attached by metal straps and

Al and Lou had arrived at the Wisconsin State Fair by nine in the morning for fresh egg omelettes in the Agriculture Building and some apple cider donuts. They'd nibbled their donuts and wandered the stalls celebrating various products grown and raised in Wisconsin. You could sample and buy anything, from honey-filled plastic sticks to ostrich steaks to cranberry scones. They followed up their breakfast with a stop at the milk barn, where Lou had forced him to try root beer-flavored milk. While he'd been skeptical, it tasted delicious and precisely like a root beer float.

But was the Newton a failure? The timing of Newton’s entry into the handheld market was akin to the timing of the Apple II into the desktop market. It was a market-creating, disruptive product targeted at an undefinable set of users whose needs were unknown to either themselves or Apple. On that basis, Newton’s sales should have been a pleasant surprise to Apple’s executives: It outsold the Apple II in its first two years by a factor of more than three to one. But while selling 43,000 units was viewed as an IPO-qualifying triumph in the smaller Apple of 1979, selling 140,000 Newtons was viewed as a failure in the giant Apple of 1994.

system,” he explained to Time. “We can take full responsibility for the user experience. We can do things that the other guys can’t do.” Apple’s first integrated foray into the digital hub strategy was video. With FireWire, you could get your video onto your Mac, and with iMovie you could edit it into a masterpiece. Then what? You’d want to burn some DVDs so you and your friends could watch it on a TV. “So we spent a lot of time working with the drive manufacturers to get a consumer drive that could burn a DVD,” he said. “We were the first to ever ship that.” As usual Jobs focused on making the product as simple as possible for the user,

Security is a big and serious deal, but it’s also largely a solved problem. That’s why the average person is quite willing to do their banking online and why nobody is afraid of entering their credit card number on Amazon. At 37signals, we’ve devised a simple security checklist all employees must follow: 1. All computers must use hard drive encryption, like the built-in FileVault feature in Apple’s OS X operating system. This ensures that a lost laptop is merely an inconvenience and an insurance claim, not a company-wide emergency and a scramble to change passwords and worry about what documents might be leaked. 2. Disable automatic login, require a password when waking from sleep, and set the computer to automatically lock after ten inactive minutes. 3. Turn on encryption for all sites you visit, especially critical services like Gmail. These days all sites use something called HTTPS or SSL. Look for the little lock icon in front of the Internet address. (We forced all 37signals products onto SSL a few years back to help with this.) 4. Make sure all smartphones and tablets use lock codes and can be wiped remotely. On the iPhone, you can do this through the “Find iPhone” application. This rule is easily forgotten as we tend to think of these tools as something for the home, but inevitably you’ll check your work email or log into Basecamp using your tablet. A smartphone or tablet needs to be treated with as much respect as your laptop. 5. Use a unique, generated, long-form password for each site you visit, kept by password-managing software, such as 1Password.§ We’re sorry to say, “secretmonkey” is not going to fool anyone. And even if you manage to remember UM6vDjwidQE9C28Z, it’s no good if it’s used on every site and one of them is hacked. (It happens all the time!) 6. Turn on two-factor authentication when using Gmail, so you can’t log in without having access to your cell phone for a login code (this means that someone who gets hold of your login and password also needs to get hold of your phone to login). And keep in mind: if your email security fails, all other online services will fail too, since an intruder can use the “password reset” from any other site to have a new password sent to the email account they now have access to. Creating security protocols and algorithms is the computer equivalent of rocket science, but taking advantage of them isn’t. Take the time to learn the basics and they’ll cease being scary voodoo that you can’t trust. These days, security for your devices is just simple good sense, like putting on your seat belt.

When President Obama asked to meet with Steve Jobs, the late Apple boss, his first question was ‘how much would it cost to make the iPhone in the United States, instead of overseas?’ Jobs was characteristically blunt, asserting that ‘those jobs are never coming back’. In point of fact, it’s been estimated that making iPhones exclusively in the US would add around $65 to the cost of each phone – not an unaffordable cost, or an unthinkable drop in margin for Apple, if it meant bringing jobs back home.  But American workers aren’t going to be making iPhones anytime soon, because of the need for speed, and scale, in getting the product on to shelves around the world. When Apple assessed the global demand for the iPhone it estimated that it would need almost 9,000 engineers overseeing the production process to meet demand. Their analysts reported that it would take nine months to recruit that many engineers in the US – in China, it took 15 days. It’s these kind of tales that cause US conservative media outlets to graphically describe Asia as ‘eating the lunch’ off the tables of patriotic, if sleep-walking, American citizens. If Apple had chosen to go to India, instead of China, the costs may have been slightly higher, but the supply of suitably qualified engineers would have been just as plentiful. While China may be the world’s biggest manufacturing plant, India is set to lead the way in the industry that poses the biggest threat to western middle-class parents seeking to put their sons or daughters through college: knowledge.

In early 2016, Amazon was given a license by the Federal Maritime Commission to implement ocean freight services as an Ocean Transportation Intermediary. So, Amazon can now ship others’ goods. This new service, dubbed Fulfillment by Amazon (FBA), won’t do much directly for individual consumers. But it will allow Amazon’s Chinese partners to more easily and cost-effectively get their products across the Pacific in containers. Want to bet how long it will take Amazon to dominate the oceanic transport business? 67 The market to ship stuff (mostly) across the Pacific is a $ 350 billion business, but a low-margin one. Shippers charge $ 1,300 to ship a forty-foot container holding up to 10,000 units of product (13 cents per unit, or just under $ 10 to deliver a flatscreen TV). It’s a down-and-dirty business, unless you’re Amazon. The biggest component of that cost comes from labor: unloading and loading the ships and the paperwork. Amazon can deploy hardware (robotics) and software to reduce these costs. Combined with the company’s fledgling aircraft fleet, this could prove another huge business for Amazon. 68 Between drones, 757/ 767s, tractor trailers, trans-Pacific shipping, and retired military generals (no joke) who oversaw the world’s most complex logistics operations (try supplying submarines and aircraft carriers that don’t surface or dock more than once every six months), Amazon is building the most robust logistics infrastructure in history. If you’re like me, this can only leave you in awe: I can’t even make sure I have Gatorade in the fridge when I need it.

Miranda was curled up against the wall, her pink calico skirts bunched carelessly above her knees in uncharacteristic abandon. A green measuring worm inched himself unchecked across the smooth bodice of her dress. The May breeze, fragrant with apple-blossoms and clover from the adjacent pasture, blew her loosened hair into her eyes. She pushed the strand back impatiently with one hand while the other clutched her book, as Miranda devoured the fascinating pages of The Beautiful Adulteress. So compelling were the beautiful adulteress's adventures, that even when Miranda's sunbonnet slipped off and hot sunshine fell through the elm trees onto her skin, she did not pause to replace the bonnet. And yet the transparent whiteness of that skin was the envy of her friends and part product of many a tedious treatment with buttermilk and cucumber poultices.

Then, unexpectedly, he phoned me late on the afternoon of New Year’s Eve 2009. He was at home in Palo Alto with only his sister, the writer Mona Simpson. His wife and their three children had taken a quick trip to go skiing, but he was not healthy enough to join them. He was in a reflective mood, and we talked for more than an hour. He began by recalling that he had wanted to build a frequency counter when he was twelve, and he was able to look up Bill Hewlett, the founder of HP, in the phone book and call him to get parts. Jobs said that the past twelve years of his life, since his return to Apple, had been his most productive in terms of creating new products. But his more important goal, he said, was to do what Hewlett and his friend David Packard had done, which was create a company that was so imbued with innovative creativity that it would outlive them.

Then, unexpectedly, he phoned me late on the afternoon of New Year’s Eve 2009. He was at home in Palo Alto with only his sister, the writer Mona Simpson. His wife and their three children had taken a quick trip to go skiing, but he was not healthy enough to join them. He was in a reflective mood, and we talked for more than an hour. He began by recalling that he had wanted to build a frequency counter when he was twelve, and he was able to look up Bill Hewlett, the founder of HP, in the phone book and call him to get parts. Jobs said that the past twelve years of his life, since his return to Apple, had been his most productive in terms of creating new products. But his more important goal, he said, was to do what Hewlett and his friend David Packard had done, which was create a company that was so imbued with innovative creativity that it would outlive them. “I

Microsoft’s success represented an aesthetic flaw in the way the universe worked. “The only problem with Microsoft is they just have no taste, they have absolutely no taste,” he later said. “I don’t mean that in a small way. I mean that in a big way, in the sense that they don’t think of original ideas and they don’t bring much culture into their product.”116 The primary reason for Microsoft’s success was that it was willing and eager to license its operating system to any hardware maker. Apple, by contrast, opted for an integrated approach. Its hardware came only with its software and vice versa. Jobs was an artist, a perfectionist, and thus a control freak who wanted to be in charge of the user experience from beginning to end. Apple’s approach led to more beautiful products, a higher profit margin, and a more sublime user experience. Microsoft’s approach led to a wider choice of hardware.

Was [Steve Jobs] smart? No, not exceptionally. Instead, he was a genius. His imaginative leaps were instinctive, unexpected, and at times magical. [...] Like a pathfinder, he could absorb information, sniff the winds, and sense what lay ahead. Steve Jobs thus became the greatest business executive of our era, the one most certain to be remembered a century from now. History will place him in the pantheon right next to Edison and Ford. More than anyone else of his time, he made products that were completely innovative, combining the power of poetry and processors. With a ferocity that could make working with him as unsettling as it was inspiring, he also built the world's most creative company. And he was able to infuse into its DNA the design sensibilities, perfectionism, and imagination that make it likely to be, even decades from now, the company that thrives best at the intersection of artistry and technology.

The Toyota Production System unlocked employees’ capacity to suggest innovations by giving them more control. The Disney system does something different. It forces people to use their own emotions to write dialogue for cartoon characters, to infuse real feelings into situations that, by definition, are unreal and fantastical. This method is worth studying because it suggests a way that anyone can become an idea broker: by drawing on their own lives as creative fodder. We all have a natural instinct to overlook our emotions as creative material. But a key part of learning how to broker insights from one setting to another, to separate the real from the clichéd, is paying more attention to how things make us feel. “Creativity is just connecting things,” Apple cofounder Steve Jobs said in 1996. “When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something.

She maneuvered a cart through the produce section, which featured boxes of fruits as gifts, amping up the volume and variety this time of year. She packed several Asian pears in a plastic tear-off bag, then moved on to the most perfect Fuyu persimmons, smooth, orange, and firm. She had always been embarrassed when her mother had given people such odd practical "Korean gifts" - the boxes of apples or even laundry detergent - when in reality, outside of America, these objects might have some rich symbolic relevance that perhaps Margot didn't understand. If she thought of the labor and resources that went into each piece of fruit - the water, the light, the earth, the training and harvesting of each plant - a box of apples could be special, a sacred thing. Perhaps in this land of plenty, of myth and wide-open spaces, trucks and factories, mass production, we lost track of that: the miracle of an object as simple as a pear, nutritious and sweet, created by something as beautiful as a tree.

has a liberty and a license to do that. The normal rules of social engagement, he feels, don’t apply to him. Because of how very sensitive he is, he knows exactly how to efficiently and effectively hurt someone. And he does do that. Every now and then a wise colleague would pull Jobs aside to try to get him to settle down. Lee Clow was a master. “Steve, can I talk to you?” he would quietly say when Jobs had belittled someone publicly. He would go into Jobs’s office and explain how hard everyone was working. “When you humiliate them, it’s more debilitating than stimulating,” he said in one such session. Jobs would apologize and say he understood. But then he would lapse again. “It’s simply who I am,” he would say. One thing that did mellow was his attitude toward Bill Gates. Microsoft had kept its end of the bargain it made in 1997, when it agreed to continue developing great software for the Macintosh. Also, it was becoming less relevant as a competitor, having failed thus far to replicate Apple’s digital hub strategy. Gates and Jobs had very different approaches to products and innovation, but their rivalry had produced in each a surprising self-awareness.

At different times in the past, there were companies that exemplified Silicon Valley. It was Hewlett-Packard for a long time. Then, in the semiconductor era, it was Fairchild and Intel. I think that it was Apple for a while, and then that faded. And then today, I think it’s Apple and Google—and a little more so Apple. I think Apple has stood the test of time. It’s been around for a while, but it’s still at the cutting edge of what’s going on. It’s easy to throw stones at Microsoft. They’ve clearly fallen from their dominance. They’ve become mostly irrelevant. And yet I appreciate what they did and how hard it was. They were very good at the business side of things. They were never as ambitious product-wise as they should have been. Bill likes to portray himself as a man of the product, but he’s really not. He’s a businessperson. Winning business was more important than making great products. He ended up the wealthiest guy around, and if that was his goal, then he achieved it. But it’s never been my goal, and I wonder, in the end, if it was his goal. I admire him for the company he built—it’s impressive—and I enjoyed working with him. He’s bright and actually has a good sense of humor. But Microsoft never had the humanities and liberal arts in its DNA. Even when they saw the Mac, they couldn’t

home in Pahrump, Nevada, where he played the penny slot machines and lived off his social security check. He later claimed he had no regrets. “I made the best decision for me at the time. Both of them were real whirlwinds, and I knew my stomach and it wasn’t ready for such a ride.” •  •  • Jobs and Wozniak took the stage together for a presentation to the Homebrew Computer Club shortly after they signed Apple into existence. Wozniak held up one of their newly produced circuit boards and described the microprocessor, the eight kilobytes of memory, and the version of BASIC he had written. He also emphasized what he called the main thing: “a human-typable keyboard instead of a stupid, cryptic front panel with a bunch of lights and switches.” Then it was Jobs’s turn. He pointed out that the Apple, unlike the Altair, had all the essential components built in. Then he challenged them with a question: How much would people be willing to pay for such a wonderful machine? He was trying to get them to see the amazing value of the Apple. It was a rhetorical flourish he would use at product presentations over the ensuing decades. The audience was not very impressed. The Apple had a cut-rate microprocessor, not the Intel 8080. But one important person stayed behind to hear more. His name was Paul Terrell, and in 1975

Впрочем, в этом есть, может быть, свой политический расчет: встретив истинно доброе и открытое сердце, люди вполне основательно полагают, что нашли сокровище, и желают приберечь его, как всякую другую хорошую вещь, каждый для себя. По-видимому, они воображают, что трубить о достоинствах такого человека — все равно что, грубо говоря, скликать гостей на жаркое, которым хотелось бы полакомиться в одиночку. Если это объяснение не удовлетворяет читателя, то я не знаю, чем еще объяснить постоянно наблюдающийся недостаток уважения к людям, делающим честь человеческой природе и приносящим величайшую пользу обществу. "История Тома Джонса, найденыша" But perhaps there may be a political reason for it: in finding one of a truly benevolent disposition, men may very reasonably suppose they have found a treasure, and be desirous of keeping it, like all other good things, to themselves. Hence they may imagine, that to trumpet forth the praises of such a person, would, in the vulgar phrase, be crying Roast-meat, and calling in partakers of what they intend to appl solely to their own use. If this reason does not satisfy the reader, I know no other means of accounting for the little respect which I have commonly seen paid to a character which really does great honour to human nature, and is productive of the highest good to society.

(1 = best, 11 = worst) 1. Raw fruits and vegetables (preferably organic) such as apples, grapes, melons, bananas, avocados, romaine lettuce, cucumbers, carrots, kale, tomatoes, etc.; raw honey, stevia (a natural sweetener) 2. Lightly-steamed, low-starch vegetables (all vegetables other than white potatoes, acorn and butternut squash, and pumpkin); pure maple syrup, agave nectar *Note that corn and legumes are starches, not vegetables. 3. Organic raw nuts and seeds (almonds, pine nuts, walnuts, macadamia nuts, sesame seeds, sunflower seeds, etc.) 4. Raw stone-pressed or cold-pressed plant oils (especially olive oil, though hemp seed and flax seed oils are also acceptable) 5. Cooked starchy vegetables (sweet potatoes, butternut and acorn squash, pumpkin, etc.) 6. Raw unpasteurized dairy products (particularly from goats and sheep) 7. Whole grains (brown rice, millet, whole wheat, buckwheat, etc.) 8. Pasteurized dairy and animal flesh (preferably limited to organic fish and minimal organic meat and poultry products) 9. All non-whole grain flour products (white bread, white rice, white pasta, white pizza dough, flour tortillas, etc.); sugar (white sugar, brown sugar, corn syrup, etc.) 10. Cooked animal fats/hydrogenated oils (lard, cooked oils, etc.), mainstream meats, poultry; soy products 11. Chemicals, artificial coloring and sweeteners (aspartame, saccharine, unnatural additives of all kinds)

values of commons-based sharing and of private enterprise often conflict, most notably over the extent to which innovations should be patent-protected. The commons crowd had its roots in the hacker ethic that emanated from the MIT Tech Model Railroad Club and the Homebrew Computer Club. Steve Wozniak was an exemplar. He went to Homebrew meetings to show off the computer circuit he built, and he handed out freely the schematics so that others could use and improve it. But his neighborhood pal Steve Jobs, who began accompanying him to the meetings, convinced him that they should quit sharing the invention and instead build and sell it. Thus Apple was born, and for the subsequent forty years it has been at the forefront of aggressively patenting and profiting from its innovations. The instincts of both Steves were useful in creating the digital age. Innovation is most vibrant in the realms where open-source systems compete with proprietary ones. Sometimes people advocate one of these modes of production over the others based on ideological sentiments. They prefer a greater government role, or exalt private enterprise, or romanticize peer sharing. In the 2012 election, President Barack Obama stirred up controversy by saying to people who owned businesses, “You didn’t build that.” His critics saw it as a denigration of the role of private enterprise. Obama’s point was that any business benefits from government and peer-based community support: “If you were successful, somebody along the line gave you some help.

served as CEO of two public companies, even temporarily, and I wasn’t even sure it was legal. I didn’t know what I wanted to do. I was enjoying spending more time with my family. I was torn. I knew Apple was a mess, so I wondered: Do I want to give up this nice lifestyle that I have? What are all the Pixar shareholders going to think? I talked to people I respected. I finally called Andy Grove at about eight one Saturday morning—too early. I gave him the pros and the cons, and in the middle he stopped me and said, “Steve, I don’t give a shit about Apple.” I was stunned. It was then I realized that I do give a shit about Apple—I started it and it is a good thing to have in the world. That was when I decided to go back on a temporary basis to help them hire a CEO. The claim that he was enjoying spending more time with his family was not convincing. He was never destined to win a Father of the Year trophy, even when he had spare time on his hands. He was getting better at paying heed to his children, especially Reed, but his primary focus was on his work. He was frequently aloof from his two younger daughters, estranged again from Lisa, and often prickly as a husband. So what was the real reason for his hesitancy in taking over at Apple? For all of his willfulness and insatiable desire to control things, Jobs was indecisive and reticent when he felt unsure about something. He craved perfection, and he was not always good at figuring out how to settle for something less. He did not like to wrestle with complexity or make accommodations. This was true in products, design, and furnishings for the house. It was also true when it came to personal commitments. If he knew

If you want to make money at some point, remember this, because this is one of the reasons startups win. Big companies want to decrease the standard deviation of design outcomes because they want to avoid disasters. But when you damp oscillations, you lose the high points as well as the low. This is not a problem for big companies, because they don't win by making great products. Big companies win by sucking less than other big companies.” - “The place to fight design wars is in new markets, where no one has yet managed to establish any fortifications. That's where you can win big by taking the bold approach to design, and having the same people both design and implement the product. Microsoft themselves did this at the start. So did Apple. And Hewlett- Packard. I suspect almost every successful startup has.” - “Great software, likewise, requires a fanatical devotion to beauty. If you look inside good software, you find that parts no one is ever supposed to see are beautiful too.” - “The right way to collaborate, I think, is to divide projects into sharply defined modules, each with a definite owner, and with interfaces between them that are as carefully designed and, if possible, as articulated as programming languages. Like painting, most software is intended for a human audience. And so hackers, like painters, must have empathy to do really great work. You have to be able to see things from the user's point of view.” - “It turns out that looking at things from other people's point of view is practically the secret of success.” - “Part of what software has to do is explain itself. So to write good software you have to understand how little users understand. They're going to walk up to the software with no preparation, and it had better do what they guess it will, because they're not going to read the manual.

We’d just taken Pixar public, and I was happy being CEO there. I never knew of anyone who served as CEO of two public companies, even temporarily, and I wasn’t even sure it was legal. I didn’t know what I wanted to do. I was enjoying spending more time with my family. I was torn. I knew Apple was a mess, so I wondered: Do I want to give up this nice lifestyle that I have? What are all the Pixar shareholders going to think? I talked to people I respected. I finally called Andy Grove at about eight one Saturday morning—too early. I gave him the pros and the cons, and in the middle he stopped me and said, “Steve, I don’t give a shit about Apple.” I was stunned. It was then I realized that I do give a shit about Apple—I started it and it is a good thing to have in the world. That was when I decided to go back on a temporary basis to help them hire a CEO. The claim that he was enjoying spending more time with his family was not convincing. He was never destined to win a Father of the Year trophy, even when he had spare time on his hands. He was getting better at paying heed to his children, especially Reed, but his primary focus was on his work. He was frequently aloof from his two younger daughters, estranged again from Lisa, and often prickly as a husband. So what was the real reason for his hesitancy in taking over at Apple? For all of his willfulness and insatiable desire to control things, Jobs was indecisive and reticent when he felt unsure about something. He craved perfection, and he was not always good at figuring out how to settle for something less. He did not like to wrestle with complexity or make accommodations. This was true in products, design, and furnishings for the house. It was also true when it came to personal commitments. If he knew for sure a course of action was right, he was unstoppable. But if he had doubts, he sometimes withdrew, preferring not to think about things that did not perfectly suit him. As happened when Amelio had asked him what role he wanted to play, Jobs would go silent and ignore situations that made him uncomfortable.

despite the variety of ingredients and the imagination with which Vermont cooks use them, the state remains strongly associated with several iconic products — think cheddar cheese (really, dairy products in general), apples and cider, and maple syrup. Here’s a brunch menu to commemorate Vermont’s anniversary that includes those tried-and-true flavors — cheddar in the quiche, maple syrup in the salad’s vinaigrette, and apple cider in the muffins, which recall fried cider doughnuts, with a thick cinnamon-sugar coating. Their crumb is a little denser than some other muffins, and their profile a bit more compact. Cheddar, Bacon, and Caramelized Onion Quiche Makes 1 quiche 6 slices bacon, cut into ¼-inch pieces, fried until crisp and the fat has rendered, drained, and 1½ tablespoons fat reserved 3 medium onions (about 1 ¼ pounds), thinly sliced (about 6 cups) Salt and black pepper 1½ tablespoons minced fresh sage ¼ teaspoon balsamic vinegar 3 large eggs 1 cup half-and-half Pinch cayenne pepper 2 cups coarsely grated medium or sharp cheddar 1 9-inch pie shell, blind-baked until lightly browned and warm In a large skillet over medium-high heat, heat the bacon fat until hot. Add onions and 1 teaspoon salt, toss to coat, and cook until they begin to soften and release liquid, about 6 minutes. Reduce heat to medium-low and continue cooking, stirring and scraping the bottom of the skillet every 10 minutes (and adjusting the heat if the onions begin to scorch or are not browning), until the onions are sticky and caramelized, about 1 hour longer (you will have about 1 cup). Add the sage, vinegar, and 1½ tablespoons water, and with a wooden spoon, scrape bottom of pan to dissolve the fond, about 30 seconds; set aside to cool briefly. With the rack in middle position, heat the oven to 375 degrees. In a medium bowl, whisk the eggs, half-and-half, cayenne, 1¾ cups cheese, and ¾ teaspoon each salt and black pepper to combine thoroughly. Spread caramelized onions in an even layer in the warm, pre-baked pie shell. Sprinkle bacon evenly over the onions, place pie shell on the oven rack, and pour in the custard mixture (it should reach to about ½ inch beneath the rim of the pie shell). Sprinkle the remaining ¼ cup cheese over custard mixture and bake until custard is set, light golden brown, center wiggles slightly when you jiggle the quiche, and the tip of a knife inserted about 1½ inches from the edge comes out clean, 35 to 40 minutes. Cool on a wire rack and serve barely warm or at room temperature.

me to be honest about his failings as well as his strengths. She is one of the smartest and most grounded people I have ever met. “There are parts of his life and personality that are extremely messy, and that’s the truth,” she told me early on. “You shouldn’t whitewash it. He’s good at spin, but he also has a remarkable story, and I’d like to see that it’s all told truthfully.” I leave it to the reader to assess whether I have succeeded in this mission. I’m sure there are players in this drama who will remember some of the events differently or think that I sometimes got trapped in Jobs’s distortion field. As happened when I wrote a book about Henry Kissinger, which in some ways was good preparation for this project, I found that people had such strong positive and negative emotions about Jobs that the Rashomon effect was often evident. But I’ve done the best I can to balance conflicting accounts fairly and be transparent about the sources I used. This is a book about the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing. You might even add a seventh, retail stores, which Jobs did not quite revolutionize but did reimagine. In addition, he opened the way for a new market for digital content based on apps rather than just websites. Along the way he produced not only transforming products but also, on his second try, a lasting company, endowed with his DNA, that is filled with creative designers and daredevil engineers who could carry forward his vision. In August 2011, right before he stepped down as CEO, the enterprise he started in his parents’ garage became the world’s most valuable company. This is also, I hope, a book about innovation. At a time when the United States is seeking ways to sustain its innovative edge, and when societies around the world are trying to build creative digital-age economies, Jobs stands as the ultimate icon of inventiveness, imagination, and sustained innovation. He knew that the best way to create value in the twenty-first century was to connect creativity with technology, so he built a company where leaps of the imagination were combined with remarkable feats of engineering. He and his colleagues at Apple were able to think differently: They developed not merely modest product advances based on focus groups, but whole new devices and services that consumers did not yet know they needed. He was not a model boss or human being, tidily packaged for emulation. Driven by demons, he could drive those around him to fury and despair. But his personality and passions and products were all interrelated, just as Apple’s hardware and software tended to be, as if part of an integrated system. His tale is thus both instructive and cautionary, filled with lessons about innovation, character, leadership, and values.

The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.” George Bernard Shaw On a cool fall evening in 2008, four students set out to revolutionize an industry. Buried in loans, they had lost and broken eyeglasses and were outraged at how much it cost to replace them. One of them had been wearing the same damaged pair for five years: He was using a paper clip to bind the frames together. Even after his prescription changed twice, he refused to pay for pricey new lenses. Luxottica, the 800-pound gorilla of the industry, controlled more than 80 percent of the eyewear market. To make glasses more affordable, the students would need to topple a giant. Having recently watched Zappos transform footwear by selling shoes online, they wondered if they could do the same with eyewear. When they casually mentioned their idea to friends, time and again they were blasted with scorching criticism. No one would ever buy glasses over the internet, their friends insisted. People had to try them on first. Sure, Zappos had pulled the concept off with shoes, but there was a reason it hadn’t happened with eyewear. “If this were a good idea,” they heard repeatedly, “someone would have done it already.” None of the students had a background in e-commerce and technology, let alone in retail, fashion, or apparel. Despite being told their idea was crazy, they walked away from lucrative job offers to start a company. They would sell eyeglasses that normally cost $500 in a store for $95 online, donating a pair to someone in the developing world with every purchase. The business depended on a functioning website. Without one, it would be impossible for customers to view or buy their products. After scrambling to pull a website together, they finally managed to get it online at 4 A.M. on the day before the launch in February 2010. They called the company Warby Parker, combining the names of two characters created by the novelist Jack Kerouac, who inspired them to break free from the shackles of social pressure and embark on their adventure. They admired his rebellious spirit, infusing it into their culture. And it paid off. The students expected to sell a pair or two of glasses per day. But when GQ called them “the Netflix of eyewear,” they hit their target for the entire first year in less than a month, selling out so fast that they had to put twenty thousand customers on a waiting list. It took them nine months to stock enough inventory to meet the demand. Fast forward to 2015, when Fast Company released a list of the world’s most innovative companies. Warby Parker didn’t just make the list—they came in first. The three previous winners were creative giants Google, Nike, and Apple, all with over fifty thousand employees. Warby Parker’s scrappy startup, a new kid on the block, had a staff of just five hundred. In the span of five years, the four friends built one of the most fashionable brands on the planet and donated over a million pairs of glasses to people in need. The company cleared $100 million in annual revenues and was valued at over $1 billion. Back in 2009, one of the founders pitched the company to me, offering me the chance to invest in Warby Parker. I declined. It was the worst financial decision I’ve ever made, and I needed to understand where I went wrong.