We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac.
Interpretation
This quote emphasizes the importance of simplicity and functionality in technology, particularly in mobile communication.
Steve Jobs highlights the need for innovation in mobile phones while reminding us that the fundamental purpose of a phone—making calls—should remain effortless and efficient. He advocates for ease of use, suggesting that advanced features should enhance basic functionalities, such as easily syncing contacts to improve communication experiences.
In practice
In a technology presentation discussing the latest smartphone, you could quote Steve Jobs to emphasize the importance of basic functionalities.
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.
It is piracy, not overt online music stores, which is our main competitor.
The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay.
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important.
Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it.
For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer has been 'No' for too many days in a row, I know I need to change something.
The hope of internet anarchists was that repressive governments would have only two options: accept the internet with its limitless possibilities of spreading information, or restrict internet access to the ruling elite and turn your back on the 21st century, as North Korea has done.
Technological defeatism - a belief that, since a given technology is here to stay, there's nothing we can do about it other than get on with it and simply adjust our norms - is a persistent feature of social thought about technology. We'll come to pay for it very dearly.
The tech industry - and, more specifically, Silicon Valley - continues to stumble forward in earnest about how few women are represented in its top ranks of management and on its boards.
Marketers use big data profiling to predict who is about to get pregnant, who is likely to buy a new car, and who is about to change sexual orientations. That's how they know what ads to send to whom. The NSA, meanwhile, wants to know who is likely to commit an act of terrorism - and for this, they need us.
Just think of what a world it would be if we could measure the characteristics of your body when you get sick and transmit those directly to a doctor or a computer. You could get diagnosed and cured instantly and wirelessly.
I don't think in today's world you can go too far. However you may feel about social media or the Internet or selfies, it's part of how we all live today. 'Vogue' needs to understand and reflect that.
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