Steve Jobs on Constant Innovation
What Jobs talks about
Jobs says Apple was built on innovations and argues that this is still the only real way forward for the company. He says Apple once stayed far ahead, but that advantage faded as others caught up.
He contrasts Apple’s heavy investment in research and development with the lack of visible results, saying its differentiation decreased, especially versus Microsoft. For him, the answer is to return to the approach that made Apple famous in the first place.
He also points to Apple’s remaining strengths: a few very good people and strong brand loyalty. Those assets matter, but he stresses that innovation, not cost-cutting, is what can bring Apple back.
Jobs speaks throughout.
In his words
“Apple was a company that was based on innovations.”
“The problem was that Apple was in place.”
“There were no results.”
“I think the way out is not to cut costs, but in innovations.”
“That's how Apple achieved its fame, and I think that's how Apple can return to it.”
Key points
- Apple was originally a company based on innovations.
- Apple once stayed about ten years ahead of everyone else.
- Microsoft eventually caught up by copying Windows over time.
- Big R&D spending is not enough if it does not produce results.
- Apple’s differentiation weakened as competitors closed the gap.
- The path forward is innovation, not cutting costs.
- Apple’s brand loyalty and a few strong people still give it a future.
Full transcript
I understand, that is, Apple was a company that was based on innovations. When I left Apple 10 years ago, we were 10 years ahead of everyone else. Microsoft took 10 years to copy Windows. The problem was that Apple was in place. Even though it invested billions in research and development, there were no results. People caught up with it, and its differentiation decreased, especially with regard to Microsoft. So the way out for Apple, and I still think that Apple has a future, is that there are a few very good people and there is a great loyalty to the brand of this company. I think the way out is not to cut costs, but in innovations. That's how Apple achieved its fame, and I think that's how Apple can return to it.
Transcribed from the audio with OpenAI Whisper. Timestamps link to the video above. Errors are possible.