‘Good for the Soul’

こちらは米AppleのJobesに対するインタビュー。iPodについて語っているが，面白い。iPodの成功は，ハードとソフト，サービスの役割分担の勝利だと語っている。なぜ他社は成功しないのか。思い入れや執念の差というのがJobsのご託宣だ。

Q：Other companies had already tried to make a hard disk drive music player. Why did Apple get it right?

We had the hardware expertise, the industrial design expertise and the software expertise, including iTunes. One of the biggest insights we have was that we decided not to try to manage your music library on the iPod, but to manage it in iTunes. Other companies tried to do everything on the device itself and made it so complicated that it was useless.

これは，iWozのなかでWozniakがiPodを評価する理由と通底している。

Q:What was the design lesson of the iPod?

Look at the design of a lot of consumer products-they're really complicated surfaces. We tried make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can oftentimes arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.

Q:Some people say that iPod might lose its cache because it's too popular-how can it be cool when Dick Cheney and Queen Elizabeth have one?

That's like saying you don't want to kiss your lover's lips because everyone has lips.

何という反論の仕方！　勉強になる。