“The hardest thing is, how do [those features] fit into a cohesive vision? … One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards to the technology.
You can’t start with the technology and try to figure out where you’re going to try to sell it. And I’ve made this mistake more than probably anybody else in this room, and I’ve got the scar tissue to prove it. And I know that its the case.
And as we have tried to come up with a strategy and a vision for Apple, it started with, “What incredible benefits can we give to the customer? Where can we take the customer?” Not starting with “Let’s sit down with the engineers and figure out what awesome technology we have, and then how are we going to market that?”Steve Jobs – at the World Wide Developer Conference, 1997