The secret of Apple by Steve Jobs himself

The secret of Apple has been a long study by John Sculley. Now here is what Steve Jobs himself said about the success of the firm.


Steve Jobs liked outlines his views on the choice of programmers. Summary:

Steve Jobs pensive
I observed something fairly early on at Apple, which I didn't know how to explain then, but have thought a about it since. While in most areas, the ratio between the excellent and the average is 2:1, in the software the ratio of good developer and the average programmer is rather 50:1 or even 100:1.
So I built much of my success in finding these very talented people. And they enjoy working together because they have never had the chance to do that before.

The elitist views of Steve Jobs would have had no success in a Soviet republic. In fact it would have inevitably ended in a gulag.


Design is not what you believe:

Steve Jobs looks at you
Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.

To give an example applying this principle, the fact that iPhones are encircled by a steel frame, which is actually the antenna is not only made ​​to look pretty. This allows rather to place the antenna outside while it was previously in the device, and save space for the battery ...


Steve Jobs' regard
That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.

Another sentence attributed to him on simplicity: A product is not perfect when it was equipped with everything that is useful, but when everything that is useless is removed...

Great ideas

Steve Jobs Steal
I have been shameless about stealing great ideas...

A quote that he has developed in detail in a video in which he explains: Good artists copy, great artists steal. We will see that in lawsuits against Android, it does not like to be stolen his ideas.

Other quotes:

I discovered that the best innovation is sometimes the company, the way you organize a company. 

We are inventing the future. It is like the front edge of the wave, it is exhilarating, vs. the tail end.

Part 1: The secret of Apple by John Sculley.