Apple has been in the news a lot lately. They recently surpassed Microsoft in terms of market cap and became the largest American technology company, they sold two million iPads in two months, they lost a valuable prototype and then kicked in the door of the blogger who reported about it. They’ve declared Flash a dead technology and entered into a acquisition duel with Google. They’ve been busy. At the head of the tumult is the unflappable Steve Jobs who simply responds to nearly every critique of the company with some infuriatingly short email.
I have been an Apple fan since my friend Mike got an Apple IIe when I was 8 years old. I continued to be an Apple fan despite the additional pinch their products gave to my wallet. I always enjoyed the user experience that Apple provided, it somehow always seemed intuitive, as if it were anticipating my needs. Lately I have had the knee jerk reaction of feeling somewhat put off and maybe even a little angered by Apple’s very public moves. The English teacher in me feels frightened by the walled-garden of an app store that admits some applicants while dismissing others with no clear criteria for either other than Steve’s assurance that he is delivering the best user experience.
As I was reading a transcript of Steve Jobs’ latest interview at the D8 conference it became clear that there was a lot educational reformers could learn from the CEO. The part that I find particularly applicable begins at about 1:02 in the video below.
6:25PM Walt: We wanted to talk about your future mostly… but there have been controversies. I want to talk about them. I want to talk about Flash. You published this letter — even if everything you say in that letter is true, is it really fair or the best thing for consumers to just be abrupt?
6:26PM Steve: Well two things — I’ll come back to what you said. Apple is a company that doesn’t have the resources that everyone else has. We choose what tech horses to ride, we look for tech that has a future and is headed up. Different pieces of tech go in cycles… they have summer and then they go to the grave.
6:27PM Steve: If you choose wisely, you save yourself an enormous amount of work.
6:34PM Steve: Well things are packages. Some things are good in a product, some things are bad. If the market tells us we’re making bad choices, we’ll make changes. We’re just trying to make great products. We don’t think this is great and we’re going to leave it out. We’re going to take the heat because we want to make the best product in the world for customers!
6:35PM Steve: If we succeed, they’ll buy them! If we don’t, we won’t sell any. And I have to say, people seem to be liking the iPad! (huge laughs and applause)