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It was a good apple too. A good apple, picked by a madman on a full moon night.
When I left Apple, it had $2 billion of cash. It was the most profitable computer company in the world - not just personal computers - and Apple was the number one selling computer.
I started on an Apple II, which I had bought at the very end of 1978 for half of my annual income. I made $4, 500 a year, and I spent half of it on the computer.
Deep in the culture of Apple is this sense and understanding of design, developing, and making. Form and the material and process - they are beautifully intertwined - completely connected.
When clients come to my design agency and say 'I want to be the Apple of this or that, ' we say 'Okay, are you ready to be the Steve Jobs?' Few are up to the task.
I knew a lot about product design before coming to Apple, but I didn't understand a lot about consumer experience design, which is really Apple's forte.