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What would Steve Jobs do? by Peter Sander

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CHAPTER 6CULTURE

Real artists ship.

—Steve Jobs, Macintosh team off-site,January 1983

 

Time magazine, obviously taken with the success of Apple and the evolution of the iPod, did an extensive front-page cover story and interview with Steve Jobs in September 2005, a rare media appearance during this period.

Steve told Time a story that he’s told before: “The Parable of the Concept Car.” It goes like this:

“Here’s what you find at a lot of companies,” he says, kicking back in a conference room at Apple’s gleaming white Silicon Valley headquarters, which looks something like a cross between an Ivy League university and an iPod. “You know how you see a show car, and it’s really cool, and then four years later you see the production car, and it sucks? ...

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