Thanks for sharing, I found this passage from that book really insightful:
"We believe that as the price points come down, as the consumer market blossoms, design and fashion become even more important. Let me give you an example. This is [an image of] the most popular watch in the world. And it’s popular not because it tells time better than any other watch. It’s popular because of its design. I’ll give you an interesting statistic: ten years ago, the average American owned one watch. Because of design entering the watch market, today the average American owns seven watches. OK? Seven watches because of design. Because of fashion.
Now, when we dream, we dream of this. Right? [Audience laughs.] And one of the great joys that I found at Apple a year ago was the best industrial design team I’ve ever seen in my life. The designs for the new PowerBook G3 and the iMac—they’re all done inside Apple by some brilliant, brilliant, super hardworking people. And you’re going to see a continual stream of very innovative design out of Apple—I think the best in the industry by a mile.
These are four incredibly powerful, unique, compelling assets: the brand, the installed base, especially in the consumer and education markets, the ability of our design to really take these products into that consumer space of fashion, and the fact that our products are dramatically simpler to set up and use than our competition’s." -Steve Jobs Speech at Macworld July 1998
"We believe that as the price points come down, as the consumer market blossoms, design and fashion become even more important. Let me give you an example. This is [an image of] the most popular watch in the world. And it’s popular not because it tells time better than any other watch. It’s popular because of its design. I’ll give you an interesting statistic: ten years ago, the average American owned one watch. Because of design entering the watch market, today the average American owns seven watches. OK? Seven watches because of design. Because of fashion.
Now, when we dream, we dream of this. Right? [Audience laughs.] And one of the great joys that I found at Apple a year ago was the best industrial design team I’ve ever seen in my life. The designs for the new PowerBook G3 and the iMac—they’re all done inside Apple by some brilliant, brilliant, super hardworking people. And you’re going to see a continual stream of very innovative design out of Apple—I think the best in the industry by a mile.
These are four incredibly powerful, unique, compelling assets: the brand, the installed base, especially in the consumer and education markets, the ability of our design to really take these products into that consumer space of fashion, and the fact that our products are dramatically simpler to set up and use than our competition’s." -Steve Jobs Speech at Macworld July 1998