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Steve and I spent a lot of time on the packaging,” said Ive. ” I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

Walter Isaacson
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Asked about the fact that Apple's iTunes software for Windows computers was extremely popular, Jobs joked, 'It's like giving a glass of ice water to somebody in hell.
Walter Isaacson
Unfortunately his Zen training never quite produced in him a Zen-like calm or inner serenity, and that too is part of his legacy. He was often tightly coiled and impatient, traits he made no effort to hide. Most people have a regulator between their mind and mouth that modulates their brutish sentiments and spikiest impulses. Not Jobs. He made a point of being brutally honest. "My job is to say when something sucks rather than sugar coat it," he said. This made him charismatic and inspiring, yet also, to use the technical term, an asshole at times.
Walter Isaacson
I was voluntarily poor when I was in college and India, and I lived a pretty simple life when I was working. So I went from fairly poor, which was wonderful because I didn't have to worry about money, to being incredibly rich, when i also didn't have to worry about money.' —Steve Jobs
Walter Isaacson
I'd been very influenced by what I'd seen in Japan. Part of what I greatly admired there - and part of what we were lacking in our factory - was as sense of teamwork and discipline. If we didn't have the discipline to keep that place spotless, then we weren't going to have the discipline to keep all those machines running.
Walter Isaacson
Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
Walter Isaacson
Ever since Apple's first brochure proclaimed "Simplicity is the ultimate sophistication," Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them. "It takes a lot of hard word," he said, "to make something simple, to truly understand the underlying challenges and come up with elegant solutions.
Walter Isaacson
One sticking point was that Jobs wanted his payout to be in cash. Amelio insisted that he needed to "have skin in the game" and take the payout in stock that he would agree to hold for at least a year.
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In ancient Rome, when a victorious general paraded through the streets, legend has it that he was sometimes trailed by a servant whose job it was to repeat to him, " Memento Mori": Remember you will die. A reminder of mortality would help the hero keep things in perspective, instill some humility. Job's memento mori had been delivered by his doctors, but it did not instill humility. Instead he roared back after his recovery with even more passion. The illness reminded him that he had nothing to lose, so he should forge ahead full speed. " He came back on a mission," said Cook. " Even though he was now running a large company, he kept making bold moves that I don't think anybody else would have done.
Walter Isaacson
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