“I’ve always wanted to own and control the primary technology in everything we do.”
- February 24, 1955 – October 5, 2011
- American
- Entrepreneur, businessman, industrial designer
- He brought to the world revolutionary products that combined technology and design at a high level, such as the personal computer Macintosh, iPhone, and iPad, and also revolutionized the music industry with the iPod, iTunes, and iTunes Store.
Quote
“I’ve always wanted to own and control the primary technology in everything we do.”
Explanation
In this quote, Steve Jobs expresses his strong desire to have complete ownership and control over the technology that powers Apple’s products. Jobs believed that in order to create the best user experience and ensure the highest quality of products, Apple needed to have full control over both hardware and software. This philosophy was central to Apple’s success and allowed the company to integrate its products more seamlessly than its competitors, creating a cohesive ecosystem where every component—whether it be the Mac, iPhone, or iPad—worked harmoniously together.
This approach was evident in Apple’s decision to develop its own operating systems (like macOS and iOS) and to design proprietary hardware such as the A-series processors. By controlling both the hardware and the software, Apple was able to ensure that each element of the product was optimized to work together, providing a flawless and intuitive experience for users. Jobs viewed this level of control as essential for Apple to continue to innovate and remain competitive in the tech industry.
In the modern world, Apple’s approach to vertical integration continues to define its products and ecosystem. By controlling key elements like chips, operating systems, and design, Apple can continue to push the boundaries of innovation. Jobs’ words underscore the importance of maintaining control over the key technologies in your product, allowing for greater flexibility and the ability to deliver the best possible user experience.
