You’ve got to start with the customer experience and work back toward the technology—not the other way around.
—STEVE JOBS, MAY 25, 1997, WORLDWIDE DEVELOPERS CONFERENCE
In May 1998, Apple launched a splashy new product aimed at shoring up its dwindling share of the computer market, which had sunk to under 4 percent. When Jobs unveiled the new translucent iMac, he described the reason for building the computer, the target market, and the benefit customers would see from buying the new system:
Even though this is a full-blown Macintosh, we are targeting this for the number one use consumers tell us they want a computer for, which is to get on the Internet simply and fast. We’re also targeting this ...