The Computer Industry Is Creatively Bankrupt.

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products.

At The Start Of The Process The Idea Is Just A Thought - Very Fragile And Exclusive. When The First Physical Manifestation Is Created Everything Changes. It Is No Longer Exclusive, Now It Involves A Lot Of People.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

It's Just Easier To Talk About Product Attributes That You Can Measure With A Number. Focus On Price, Screen Size, That's Easy. But There's A More Difficult Path, And That's To Make Better Products, Ones Where Maybe You Can't Measure Their Value Empirically.