A Quote by Craig Federighi
To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We aren't the Everything Company. We take on a very small number of things that we do very well, and we find that pretty rewarding.
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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 reason why Apple computers have worked so well over time is that, unlike Microsoft, they don't bend over backward to be compatible with every piece of hardware or software in the digital universe. To code or create for Apple, you follow Apple's rules. If you're even allowed to.
Storytelling is the game. It's what we all do. It's why Nike is Nike, it's why Apple is Apple, it's why Walt Disney built Disney World and it's why Vince McMahon makes a billion dollars.
The NeXT purchase is too little too late. The Apple of the past was an innovative company that used software and hardware technology together to redefine the way people experienced computing. That Apple is already dead. Very adroit moves might be able to save the brand name. A company with the letters A-P-P-L-E in its name might survive, but it won't be the Apple of yore.
Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief - WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
The engineering is long gone in most PC companies. In the consumer electronics companies, they don't understand the software parts of it. And so you really can't make the products that you can make at Apple anywhere else right now. Apple's the only company that has everything under one roof.
Apple already had everyone's billing information from iTunes... you could buy things just by typing in your password... That, for the first time, brought very, very easy payment to the modern software world. That, more than anything, is why there is a business for paid apps.
I was actually a fruitarian at that point in time. I ate only fruit. Now I'm a garbage can like everyone else. And we were about three months late in filing a fictitious business name so I threatened to call the company Apple Computer unless someone suggested a more interesting name by five o'clock that day. Hoping to stimulate creativity. And it stuck. And that's why we're called Apple.
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.
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.
When you're in a start-up, the first ten people will determine whether the company succeeds or not. Each is 10 percent of the company. So why wouldn't you take as much time as necessary to find all the A players? If three were not so great, why would you want a company where 30 percent of your people are not so great? A small company depends on great people much more than a big company does.
Every form has its own meaning. Every man creates his meaning and form and goal. Why is it so important - what others have done? Why does it become sacred by the mere fact of not being your own? Why is anyone and everyone right - so long as it's not yourself? Why does the number of those others take the place of truth? Why is truth made a mere matter of arithmetic - and only of addition at that? Why is everything twisted out of all sense to fit everything else? There must be some reason. I don't know. I've never known it. I'd like to understand.
Apple and Samsung are selling in such high volumes, and they're vertically integrated more and more, that it's very, very hard for anyone to compete against Apple and Samsung in the high-volume part of the smartphone or tablet market.
Apple is very, very good at almost everything it does, and that includes corporate communications.
Apple does a very good job of not letting its competitors know what it is working on, and Apple does a very good job of not confusing customers by causing them to anticipate what the next new thing is going to be and then causing those customers not to buy the products that are on the shelves now.
Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.
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