Our goal is to make the best devices in the world, not to be the biggest.
Interpretation
Focus on quality and innovation instead of solely pursuing size and dominance.
Steve Jobs emphasizes that the primary objective of a company should be to create exceptional products rather than to become the largest entity in the industry. This highlights the importance of craftsmanship, quality, and user experience over merely chasing market share, suggesting that true success comes from excellence and innovation.
In practice
In a tech conference, while discussing product development, one might say 'As Steve Jobs once stated, our goal is to make the best devices in the world, not to be the biggest.'
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.
It is piracy, not overt online music stores, which is our main competitor.
The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay.
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important.
Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it.
For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer has been 'No' for too many days in a row, I know I need to change something.
As technology increasingly takes over knowledge-based work, the cognitive skills that are central to today's education systems will remain important; but behavioral and non-cognitive skills necessary for collaboration, innovation, and problem solving will become essential as well.
It pleases me no end to have had some small impact on people's lives because these phones do make people's lives better. They promote productivity, they make people more comfortable, they make them feel safe and all of those things.
For the first time in history it is now possible to take care of everybody at a higher standard of living than any have ever known. Only ten years ago the 'more with less' technology reached the point where this could be done. All humanity now has the option to become enduringly successful.
It would be ridiculous to ignore the speed and possibilities of the digital landscape - you absolutely need to have fast-moving news online, but if you want to build a large audience over time, you absolutely have to take a risk on the big challenging stuff.
The history of the Internet is, in part, a series of opportunities missed: the major record labels let Apple take over the digital-music business; Blockbuster refused to buy Netflix for a mere fifty million dollars; Excite turned down the chance to acquire Google for less than a million dollars.
People sometimes ask me if it is a sin in the Church of Emacs to use vi. Using a free version of vi is not a sin; it is a penance. So happy hacking.
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