The Goal Of Apple Is Not To

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.

I Left London In 1992, But I'm There 3-4 Times A Year, And Love Visiting.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

The Goal Of Apple Is Not To Make Money But To Make Really Nice Products, Really Great Products.

Simplicity Is Really Hard.