The quality I especially revered in him was his refusal to show contempt for his customers by fobbing them off with something that was “good enough”. Whether it

The quality I especially revered in him was his refusal to show contempt for his customers by fobbing them off with something that was “good enough”. Whether it was the packaging, the cabling, the use of screen space, the human interfaces, the colours, the flow, the feel, the graphical or textural features, everything had to be improved upon and improved upon until it was, to use the favourite phrase of the early Mac pioneers “insanely great”. It had to be so cool that you gasped. It had to feel good in the hand, look good to the eye and it had to change things. It changed things because it made users want to use the devices as they had never been used before. Steve Jobs once said When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through. The fact that the customer agrees with that is a testament of how deeply Jobs spirit is entrenched in Apple's approach and philosophy.