I Had No Idea What

I Hope That Some Day Scientists Can Be Considered Heroes Again, Instead Of Paris Hilton.

I Have My Own Theory About Why Decline Happens At Companies Like Ibm Or Microsoft. The Company Does A Great Job, Innovates And Becomes A Monopoly Or Close To It In Some Field, And Then The Quality Of The Product Becomes Less Important. The Company Starts Valuing The Great Salesmen, Because They’re The Ones Who Can Move The Needle On Revenues, Not The Product Engineers And Designers. So The Salespeople End Up Running The Company.

I Think The Biggest Innovations Of The Twenty-first Century Will Be The Intersection Of Biology And Technology. A New Era Is Beginning, Just Like The Digital One Was When I Was His Age.

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.

More Generally, I Made An Effort To Leave Out Things That Weren't Relevant To The Main Narrative Themes Of The Book, Namely That There Were Two Sides To Steve Jobs: The Romantic, Poetic, Countercultural Rebel On One Side, And The Serious Businessperson On The Other.