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The nature of the personal computer is simply not fully understood by companies like Apple (or anyone else for that matter). Apple makes the arrogant assumption of thinking that it knows what you want and need. It, unfortunately, leaves the “why” out of the equation — as in “why would I want this?” The Macintosh uses an experimental pointing device called a “mouse”. There is no evidence that people want to use these things. I don’t want one of these new fangled devices.
--
In a review of the Macintosh in The San Francisco Examiner (19 February 1984)

 

John C. Dvorak

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My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple.

 

Steve Jobs

 

The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.
But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.
And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.

 

Steve Jobs

 

John Sculley ruined Apple and he ruined it by bringing a set of values to the top of Apple which were corrupt and corrupted some of the top people who were there, drove out some of the ones who were not corruptible, and brought in more corrupt ones and paid themselves collectively tens of millions of dollars and cared more about their own glory and wealth than they did about what built Apple in the first place — which was making great computers for people to use.

 

Steve Jobs

 

This ascent will be betrayed to Gravity. But the Rocket engine, the deep cry of combustion that jars the soul, promises escape. The victim, in bondage to falling, rises on a promise, a prophecy, of Escape....
Moving now toward the kind of light where at last the apple is apple-colored. The knife cuts through the apple like a knife cutting an apple. Everything is where it is, no clearer than usual, but certainly more present. So much has to be left behind now, so quickly.

 

Thomas Pynchon

 

I was very much amused by the recent Newsweek article where he [Jobs] said, "I have a few good designs in me still." He never had any designs. He has not designed a single product. Woz (Steve Wozniak) designed the Apple II. Ken Rothmuller and others designed Lisa. My team and I designed the Macintosh. Wendell Sanders designed the Apple III. What did Jobs design? Nothing.

 

Jef Raskin