“Apple’s market share is bigger than BMW’s or Mercedes’s or Porsche’s in the automotive market. What’s wrong with being BMW or Mercedes?”
- 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
“Apple’s market share is bigger than BMW’s or Mercedes’s or Porsche’s in the automotive market. What’s wrong with being BMW or Mercedes?”
Explanation
In this quote, Steve Jobs draws a comparison between Apple’s market share and that of high-end automobile manufacturers like BMW, Mercedes, and Porsche, highlighting that Apple’s success in the tech industry was as significant in its own market as these prestigious brands were in the automotive sector. Jobs uses this analogy to underscore the value of Apple’s premium position—not as the largest company in terms of market share, but as a leader in quality, innovation, and design. Just like these luxury car brands, Apple is focused on creating exceptional products that are highly sought after by those who value premium design and user experience, rather than simply chasing mass-market dominance.
Jobs was emphasizing that there is nothing wrong with aiming to be a premium brand, focused on offering a unique experience and a top-tier product, rather than seeking the largest volume of sales. Apple, under Jobs’ leadership, thrived by focusing on the high-end of the market, offering products that were not only functional but also beautifully designed and intuitive. This approach allowed Apple to capture significant profit margins, just as luxury car brands like BMW and Mercedes do, by selling quality over sheer quantity.
In the modern world, this quote highlights Apple’s continued position as a premium brand in technology, with products like the iPhone, MacBook, and Apple Watch. Despite competition from larger companies, Apple maintains its brand prestige by focusing on high-quality innovation. Jobs’ comparison to BMW, Mercedes, and Porsche remains relevant today, as Apple continues to define itself not through sheer market dominance but through its ability to combine luxury, innovation, and a superior customer experience in a way that sets it apart from its competitors.
