A Quote by Edgar Bronfman, Jr.
You need to look no further than Apple's iPhone to see how fast brilliantly written software presented on a beautifully designed device with a spectacular user interface will throw all the accepted notions about pricing, billing platforms and brand loyalty right out the window.
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I'm not of the opinion that all software will be open source software. There is certain software that fits a niche that is only useful to a particular company or person: for example, the software immediately behind a web site's user interface. But the vast majority of software is actually pretty generic.
A user interface is well-designed when the program behaves exactly how the user thought it would.
As for the device we now call a TV or a cable box, I want it to be fast with a clean interface and seamlessly upgradeable to the latest software. I want it to be the primary source of all TV, not an ancillary device.
People who work on the user interface side need to have empathy as a key characteristic. But if you are writing device drivers you don't really need to understand humans so well.
The user interface on the iPhone, with all due respect for what this invention was all about is now five years old.
The iPhone was the first phone that brought what we used to think of as 'desktop quality' software to a handheld platform: software where you just say, 'Wow, that's a great user experience,' not merely, 'Wow, that's a great user experience for a handheld.'
On the second flight, we were doing a lot of science experiments, and we've got a really cool window called the cupola. It's a big, circular window with six panes around, sort of at angles so you can see the Earth, you can see the edge of the Earth, you can go out - look out into the universe. It's pretty spectacular.
Put simply, if an interface is poorly designed, I will not see the data I looked for, even if it is right there on the page.
I saw lots of music devices. I loved playing with music devices. And like most of the world, I thought of a music device as a music device. Steve Jobs tends to look beyond that, and he doesn't see a music device as having any importance at all - how fast it is, how many songs it can hold, and all that - he sees music itself to a person as a being the important thing.
All right, New York City! Welcome to Madison... Square... Jericho! And after tonight, when I become the true, undisputed Intercontinental champion, the Jerichoholics of the Big Apple will throw a celebration party that will make the millennium bash in Times Square look like my sister's seventh birthday party! It'll be a celebration so huge, so grandiose, so spectacular, that it will never, EEEEEEEEVER, be forgotten again!
Fast drivers can see no further than slow drivers, but they must look further down the road to time their reactions safely. Similarly, people with great projects afoot habitually look further and more clearly into the future than people who are mired in day-to-day concerns.
Submit to a daily practice. Your loyalty to that is a ring at the door. Keep knocking, and the joy inside will eventually open a window and look out to see who's there.
Apple should pull the plug on the iPhone... What Apple risks here is its reputation as a hot company that can do no wrong. If it's smart it will call the iPhone a 'reference design' and pass it to some suckers to build with someone else's marketing budget. Then it can wash its hands of any marketplace failures... Otherwise I'd advise people to cover their eyes. You are not going to like what you'll see.
History repeats itself again, I guess. The rate of innovation is so high in our industry that if you don't innovate at that speed you can be replaced pretty quickly. The user interface on the iPhone, with all due respect for what this invention was all about, is now five years old.
It's like male geeks don't know how to deal with real live women, so they just assume it's a user interface problem. Not their fault. They'll just wait for the next version to come out- something more "user friendly.
We'll get a chance to go through this [Apple versus Microsoft debate] again in phones and music players. There's no chance that the iPhone is going to get any significant market share. No chance. It's a $500 subsidized item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, I'd prefer to have our software in 60% or 70% or 80% of them, than I would to have 2% or 3%, which is what Apple might get.
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