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Steve Jobs - Your Friend and MineYou didn’t have to buy Apple products to be indebted to Steve Jobs. Millions of people resented the man – the figure in a black turtle neck sweater and blue jeans who obsessed over corporate secrecy, who built up a cult following of Apple aficionados, who staged product introductions as if they were a manifestation of the Second Coming. Millions of people resented all this about Steve Jobs, but quietly, day by day, they paid homage to him nonetheless. Do you use a personal computer? That product owes its existence to Steve Jobs more than anybody else. What about a smart phone? A touch screen computer? A new tablet? All of these products came from his imagination, or better said – from the collective imagination of the teams of people working for him. These people were creative, but it takes a special form of genius to inspire creative people to work towards a common goal. Apple’s power rested in focusing this creative power in order to be first in these and other technological “spaces”. Bill Gates, a long-time friend and rival of Steve Jobs, said it was an “insanely crazy honor” to know the man. How true this was. Bill Gates had his own special form of genius - being a fast follower to men like Steve Jobs, and knowing how to exploit a monopoly. Microsoft’s Explorer operating system took its time, but it eventually copied the windows concept of file organization that was invented by Apple. Insanity is not a necessary hallmark of men who are followers, but it is a common characteristic of innovative and creative geniuses. Steve Jobs had the right sort of insanity to change the technological landscape time and again. It will be said in his obituaries that Steve Jobs excelled at showmanship, that he was a perfectionist, and that he could convince millions of people to buy something they didn’t really need. The first two of these compliments are true; the third is not. The insanity that characterized Steve Jobs’ approach to technology was not just that of showmanship or product perfection, it was an obsession with user friendliness. He demanded that his products be easy and fun to use. He required that the products have a natural flow to their use – the customer ought to be able quickly and intuitively to understand how the product worked, without any extensive period of trial and error or the reading of product manuals. His products had to express modernism, with sleek packaging in affordable, durable, but expensive-looking materials. Just as important, the products had to be reliable. Apple sought a reputation for selling products that were fault free, and to this day the operating system on Macs is vastly more virus-free than anything offered by Microsoft. Steve Jobs was, in short, that rarity in modern American capitalism - a CEO who put the customers first, the employees second, and the shareholders a distant third. Remarkably, the shareholders came out much wealthier for it. Whether customers “needed” something as novel as a tablet was not particularly relevant. It had already been established that people liked watching movies on computers, and that they were comfortable with touch screens and internet surfing. Apple was able to sell huge volumes of the tablet computer/entertainment system because customers always need products that are easy to use, that are affordable, that are durable, and that are fault free. This is what Steve Jobs understood, better than anybody else in the technology field. Ultimately, then, it is as a product designer that Steve Jobs made his reputation. This is, sadly, not a field that stands the test of time, and the posthumous reputation of Steve Jobs is therefore destined to tarnish and fade. New products will come along that will be more user-friendly, sleeker, more durable, more affordable and more modern than what Apple is now offering. Maybe, for awhile, Apple will be fortunate enough to be the inventor of these next-generation products, though the odds of that happening at Apple for the next decade or two of technological advances is rather slim without Steve Jobs at the helm. If there existed a Nobel Prize for the field of product design, Steve Jobs would have won it a long time ago. He probably would have won multiple Nobel Prizes. And each time he sat at the awards ceremony in Oslo, he would have looked down at that solid gold medal – the same medal awarded nearly one hundred years ago to people like Marie Curie and Albert Einstein – and asked himself quietly – “How can this be designed better?” Numerian October 5, 2011 - 11:53pm
( categories: Technology )
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