System Compleat.

In memory of Steve Jobs

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Steven Paul Jobs
(24 February 1955 - 5 October 2011 ) 

 We're gambling on our vision, and we would rather do that than make "me too" products. Let some other companies do that. For us, it's always the next dream.  
- Interview about the release of the Macintosh (24 January 1984) - (online video)

It is hard to think that a $2 billion company with 4,300-plus people couldn't compete with six people in blue jeans.
On Apple's lawsuit against him, following his resignation to form NeXT, as quoted in Newsweek (30 September 1985)

If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.
On the early rivalry between Macintosh and "IBM-compatible" computers based on Microsoft's DOS, as quoted in Steve Jobs: The Journey is the Reward (1987) by Jeffrey S. Young, p. 235

I feel like somebody just punched me in the stomach and knocked all my wind out. I'm only 30 years old and I want to have a change to continue creating things. I know I've got at least one more great computer in me. And Apple is not going to give me a change to do that. 
On his expulsion from any position of authority at Apple, after having invited John Sculley to become CEO, as quoted in Playboy (September 1987)

Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?
A comment he made in persuading John Sculley to become Apple's CEO, as quoted in Odyssey: Pepsi to Apple: A Journey of Adventure, Ideas, and the Future (1987) by John Sculley and John A. Byrne

It's more fun to be a pirate than to join the navy.
At a retreat in September 1982, as quoted in John Sculley and John A. Byrne, Odyssey: Pepsi to Apple – A Journey of Adventure, Ideas, and the Future (1987), p. 157

You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.
Interview with Inc. Magazine for its "The Entrepreneur of the Decade Award" (1 April 1989)

What a computer is to me is the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds.
Memory and Imagination: New Pathways to the Library of Congress (1991); this has sometimes been paraphrased "Computers are like a bicycle for our minds."

Being the richest man in the cemetery doesn't matter to me ... Going to bed at night saying we've done something wonderful... that's what matters to me.
On the success of Bill Gates and Microsoft, as quoted in The Wall Street Journal (Summer 1993)

Unfortunately, people are not rebelling against Microsoft. They don’t know any better.
Interview in Rolling Stone magazine, no. 684 (16 June 1994)

You know, I've got a plan that could rescue Apple. I can't say any more than that it's the perfect product and the perfect strategy for Apple. But nobody there will listen to me.
As quoted in Fortune (18 September 1995)

The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade.
As quoted in "Steve Jobs: The Next Insanely Great Thing" in WIRED magazine (February 1996)

When you're young, you look at television and think, There's a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that's not true. The networks are in business to give people exactly what they want. That's a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It's the truth.
Interview in WIRED magazine (February 1996)

If I were running Apple, I would milk the Macintosh for all it's worth — and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago.
As quoted in Fortune (19 February 1996)

 The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don't mean that in a small way, I mean that in a big way, in the sense that they don't think of original ideas, and they don't bring much culture into their products.
 - Triumph of the Nerds (1996)

I am saddened, not by Microsoft's success — I have no problem with their success. They've earned their success, for the most part. I have a problem with the fact that they just make really third-rate products.

We have always been shameless about stealing great ideas.
Triumph of the Nerds (1996)

iMac is next year's computer for $1,299, not last year's computer for $999.
Introduction of the first iMac computer in Cupertino, Calif., (6 May 1998)

It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
As quoted in BusinessWeek (25 May 1998)

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.
As quoted in Fortune (9 November 1998); also quoted in "TIME digital 50" in TIME digital archive (1999)

You've baked a really lovely cake, but then you've used dog shit for frosting.
Steve Jobs commenting on a NeXT programmer's work, as quoted in The Second Coming of Steve Jobs (2000) by Alan Deutschman

We don't believe it's possible to protect digital content ... What's new is this amazingly efficient distribution system for stolen property called the Internet — and no one's gonna shut down the Internet. And it only takes one stolen copy to be on the Internet. And the way we expressed it to them is: Pick one lock — open every door. It only takes one person to pick a lock. Worst case: Somebody just takes the analog outputs of their CD player and rerecords it — puts it on the Internet. You'll never stop that. So what you have to do is compete with it.
As quoted in "Steve Jobs: The Rolling Stone Interview" in Rolling Stone (3 December 2003)

The subscription model of buying music is bankrupt. I think you could make available the Second Coming in a subscription model and it might not be successful.
As quoted in "Steve Jobs: The Rolling Stone Interview" in Rolling Stone (3 December 2003)

We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on.
Interview in Macworld magazine (February 2004)

The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.
But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.
And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.
As quoted in "The Seed of Apple's Innovation" in BusinessWeek (12 October 2004)

Death is the destination we all share, no one has ever escaped it. And that is as it should be because death is very likely the single best invention of life. 

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. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. 
 -  At Stanford University (2005) 

돌이켜 보면, 유명인의 죽음에 직접적으로 감성이 반응하는 것은 이번이 처음이지 않을까 싶다. 그의 지휘아래 창조된 제품들을 15년 전부터 보아왔고, 5년 전부터는 그의 고객이 되어왔다. 지금 하는 일도 돌이켜 보면 그가 창조해낸 물건들로 부터 만들어지고, 전송되고, 보여지며, 활용되는 플랫폼의 개발이므로 어떻게 생각하면 수혜를 받았다고 억지로 연관 지을 수 있을 지도 모르겠다. 
시대에 앞선 무언가는 언제나 기존 시장에서 고전을 면치 못하게 마련이다. 그는 그런 물건을 만들어 왔고, 그래서 역시 고전을 면치 못했었다. 하지만 그렇게 매번 고전을 면치 못하던 모든것들이, 제 시대를 만나면서 그를 혁신의 선봉장 반열에 오를 수 있게 만들었다. 

애플 전 제품의 기반 플랫폼의 효시인 넥스트 스텝, 그래픽 인터페이스를 통한 사용자 편의성, 그리고 상품 그 자체로 가지고 싶다 라는 욕구를 끌어내는 제품 디자인. 지난 시절 실패했던 모든 것들이 산업의 발전과 함께 거대한 시너지를 만들었다. 

단순히 애플의 제품들을 칭송하는 것에 벗어나, 저작권을 가지고 있는 콘텐츠에 시대가 원하는 새로운 결재와 통제의 방법을 도입하는 등, 그야 말로 새로운 하나의 거대한 문화를 만들어 내었다.  

그는, 인간으로서 표방해야 할 어떤 하나의 거대한 콘텐츠다. 세상의 어떤 누가, 또 어떠한 기업인이, 사후에 이런 감정을 느끼게 해 줄 수 있을 것인가. 또 다른 어떤 누가 기존 문화를 새로운 방식으로 소비 할 수 있는 제품을 발표 할 수 있을 것인가. 

그의 죽음에 대한 슬픔은 분명 이런 모든 이성적인 것들과 관계가 있기는 하지만, 비단 그것 뿐 만은 아닌 것 같다. '애플' 이라는 이름을 오랜 시절 보고 들어온 내 삶의 많은 부분을 지배했던 시간에 감사한다. 이 포스트를 작성하는 iMac, 친구화 통화하는 iPhone, 작업에 사용하는 Macbook Pro, 그리고 이 모든 것들에 아로 새겨진 사과 마크가 그로 인해 슬프다. 

국가와 인종과 관계 없이, 내 손과 머리의 편의를 고려해 준 혁신의 아버지를 잃었다 생각한다. 

Rest in peace Jobs, 
a man who built whole new way of culture for mankind.

"Stay Hungry, Stay Foolish"

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