Exactly Why Apple Keeps Doing Foolish Things
12th May 2019
During the first Jobsian era at Apple, I used to joke that Steve Jobs cared deeply about Apple customers from the moment they first considered purchasing an Apple computer right up until the time their check cleared the bank. Of course, in later years, the check was replace by a credit card, and check clearance was replaced by the 15-day return period, but Steve’s and Apple’s focus remained the same.
What do most buyers not want? They don’t want to see all kinds of scary-looking controls surrounding a media player. They don’t want to see a whole bunch of buttons they don’t understand. They don’t want to see scroll bars. They do want to see clean screens with smooth lines. Buyers want to buy Ferraris, not tractors, and that’s exactly what Apple is selling.