Fortune 杂志的资深主编 Betsy Morris 08年对 Steve Jobs 做了一次专访（原文：Steve Jobs speaks out，如果想看翻译的话可以看这里），其中谈到了产品、事业、公司、科技、人才的一些理念，一些 Apple 与众不同的地方，来看看 Apple 和 Jobs 如何 think different：
We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple’s retail stores]. But we never hire consultants, per se. We just want to make great products.
2、设计 iPhone 是因为对现有手机的不满
We all had cellphones. We just hated them, they were so awful to use. The software was terrible. The hardware wasn’t very good. We talked to our friends, and they all hated their cellphones too. Everybody seemed to hate their phones.
3、推出 iTunes 是因为我们都喜欢音乐
We did iTunes because we all love music. We made what we thought was the best jukebox in iTunes. Then we all wanted to carry our whole music libraries around with us. The team worked really hard. And the reason that they worked so hard is because we all wanted one. You know? I mean, the first few hundred customers were us.
4、做出我们自己想要的伟大产品后，自然会有一群与我们兴趣相投的人想要购买我们的产品，这就像是他们付钱给我们工作。今天刚好在外面逛街碰到推销，很老土的推销方式，买一送什么还可以参加抽奖。他们希望能 convincing people that they want something they don’t.
It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it, too. That’s what we get paid to do.
We don’t get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we’ve chosen to do with our life. We could be sitting in a monastery somewhere in Japan. We could be out sailing. Some of the [executive team] could be playing golf. They could be running other companies. And we’ve all chosen to do this with our lives. So it better be damn good. It better be worth it. And we think it is.
When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself. They’ll want to do what’s best for Apple, not what’s best for them, what’s best for Steve, or anybody else.
7、“Why are you here” 这句话真的很管用，每当面临工作、学习上的巨大转变时我就问自己”我在这里干嘛？来这里混日子？没有更有兴趣更有意义的事情可以做吗？”
How do I feel about this person? What are they like when they’re challenged? Why are they here? I ask everybody that: ‘Why are you here?’ The answers themselves are not what you’re looking for. It’s the meta-data.”
Things happen fairly slowly, you know. They do. These waves of technology, you can see them way before they happen, and you just have to choose wisely which ones you’re going to surf. If you choose unwisely, then you can waste a lot of energy, but if you choose wisely it actually unfolds fairly slowly. It takes years.
One of our biggest insights [years ago] was that we didn’t want to get into any business where we didn’t own or control the primary technology because you’ll get your head handed to you.
10、专注。Apple 是一家市值300亿的公司，只有不到30个主要产品，想想 Sony 每年推出多少产品就知道 Apple 的产品少得可怜，不同的是 Apple 推的每个都是精品。重要的是说 No，而不是 Yes。
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.