A Quote by John Sculley
I think that Apple has revolutionized every other consumer industry; why not television? The complexity of the experience of using the television gets more and more complicated. So it seems exactly the sort of problem that if anyone is going to change the experience of what the first principles are, it is going to be Apple.
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I think that televisions are unnecessarily complex. The irony is that as the pictures get better and the choice of content gets broader, that the complexity of the experience of using the television gets more and more complicated.
It's not about charisma and personality, it's about results and products and those very bedrock things that are why people at Apple and outside of Apple are getting more excited about the company and what Apple stands for and what its potential is to contribute to the industry.
The Apple iPad is not going to be the company's next runaway best seller. Not if the industry can help it... With the iPad, Apple may have irked it's somewhat new partner Intel Corp. Intel gets spanked by nobody.
I don't think 3D television gets huge adoption until the consumer experience is no different than HD television. Until you can sit down on your couch and just turn on your TV, and it's 3D without anything else happening, I don't think it'll be a massive adoption.
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.
Stay the course and keep building an integrated Apple ecosystem of iPhone + iPod + iMac + iTunes + App Store + Apple TV. No one has yet demonstrated they understand how to create an 'experience-based ecosystem' as well as Apple.
The first view is "bad apple." Bad apple is excusable. It's sort of like, something went bad with this man. But the second option is police corruption, so it's a problem with the department.
I absolutely love television, and I don't mean to be vulgar, but as I keep having to explain to people from the movie industry, I get more power and more money doing television, so why on earth would I do a film?
One of the problems with industrialism is that it's based on the premise of more and more. It has to keep expanding to keep going. More and more television sets. More and more cars. More and more steel, and more and more pollution. We don't question whether we need any more or what we'll do with them. We just have to keep on making more and more if we are to keep going. Sooner or later it's going to collapse. ... Look what we have done already with the principle of more and more when it comes to nuclear weapons.
My experience to date has been that change, particularly relative to business, rarely happens in a revolutionary way. That isn't to say there are not times when major change happens, but my experience is that particularly when you're encouraging businesses to change of their own volition, the change is more slow over time. I don't think global trade is going to go away. I think it's unlikely that global trade and multinationals are not going to be around.
I like to do a movie, to be on it 8, 10 weeks. It evolves as you're working on it. Little things come to you every day. It's a slow process, and when you have to pack it into a short period of time, which you do for television, the experience is not one that I cherish. So if it's going to be television, it's really got to be the right thing.
There was a time when I said, "I'm going to go do a television thing," after doing all these theatrical films, and heard, "Television? Why are you going to go back to television?" It's an interesting place.
The Steve Jobs who founded Apple as an anarchic company promoting the message of freedom, whose first projects with Stephen Wozniak were pirate boxes and computers with open schematics, would be taken aback by the future that Apple is forging. Today there is no tech company that looks more like the Big Brother from Apple’s iconic 1984 commercial than Apple itself, a testament to how quickly power can corrupt.
The more personalized television gets, the less passive the experience will become.
People who write about technology love to huff and puff and hyperbolize. The fate of the entire world seems to hang on every move made by Microsoft or Google or Apple. Every new smart phone gets billed as a potential 'iPhone killer,' while every new product from Apple represents the dawn of a new era. It's ridiculous - and exhausting.
My first TV experience, it was so bad. I just didn't feel a creative atmosphere. I felt like we were just pawns to deliver lines. Everyone was telling me that's just television. I said, 'OK, I'm going to stay far away from television!
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