Apple Credo

It’s in Apple’s DNA that technology alone is not enough.  We believe that it’s technology married with the humanities that yields us the results that makes our heart sing.  Nowhere is that more true than these post-PC devices.  Folks are rushing into this tablet market, and they’re looking at it as the next PC, in which the hardware and the software are done by different companies.  Our experience, and every bone in our body, says that is not the right approach.  These are post-PC devices that need to be even more intuitive and easier to use than a PC, and where the software and the hardware and the applications need to be intertwined in an even more seamless way than they are on a PC.  We think we have the right architecture not just in silicon, but in our organization, to build these kinds of products.

Steve Jobs, Walter Isaacson

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