Playboy Interview: Steve Jobs

At the end of the presentation someone asked whether he thought they should do some market research to see what customers wanted. “No,” he replied, “because customers don’t know what they want until we’ve shown them.” Then he pulled out a device that was about the size of a desk diary. “Do you want to see something neat?” When he flipped it open, i... See more

was at that moment that Jobs launched a new grand strategy that would transform Apple—and with it the entire technology industry. The personal computer, instead of edging toward the sidelines, would become a “digital hub” that coordinated a variety of devices, from music players to video recorders to cameras. You’d link and sync all these devices w

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Sometimes I wasn’t sure what motivated John. It certainly wasn’t money. To most investors, the prospect of a quick sellout to IBM would be irresistible. But for John, investing in high technology was a calling, and monetary reward was the byproduct of a successful mission. The higher goal was to create something enduring, a growing enterprise that

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