Steve did an interview with Fortune and there were some pretty interesting take aways. The ones that grabbed me where:
"It's not about pop culture, and it's not about fooling people, and it's not about convincing people that they want something they don't. We figure out what we want."
"We do no market research. We don't hire consultants.... We just want to make great products."
"We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life. We could be sitting in a monastery somewhere in Japan. We could be out sailing. Some of the [executive team] could be playing golf. They could be running other companies. And we've all chosen to do this with our lives. So it better be damn good. It better be worth it. And we think it is."
"We don't have a lot of process at Apple"
Read the whole thing here.
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