Walter Isaacson - Products Quotes

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What are the five products you want to focus on? Get rid of the rest, because they're dragging you down. They're turning you into Microsoft. They're causing you to turn out products that are adequate but not great.

Walter Isaacson

For Steve, less is always more, simpler is always better. Therefore, if you can build a glass box with fewer elements, it's better, it's simpler, and it's at the forefront of technology. That's where Steve likes to be, in both his products and his stores.

Walter Isaacson

So that's our approach. Very simple, and we're really shooting for Museum of Modern Art quality. The way we're running the company, the product design, the advertising, it all comes down to this: Let's make it simple. Really simple. Apple's design mantra would remain the one featured on its first brochure: Simplicity is the ultimate sophistication.

Walter Isaacson