Emphasis

"Things are packages of emphasis. Some things are emphasized in a product. Some things are not done as well in a product. Some things are chosen not to be done at all in a product. Different people make different choices, and if the market tells us we’re making the wrong choices, we listen to the market. We’re just people running this company. We’re trying to make great products for people, and so, at least we have the courage of our convictions to say, “We don’t think this is part of what makes a great product. We’re going to leave it out.”

Some people are not going to like that. They’re going to call us names. It’s not going to be a certain company’s vested interest that we do that, but we’re going to take the heat, because we want to make the best product in the world for customers. We’re going to instead focus our energy instead on these technologies, which we think are in their ascendency, and we think are going to be the right technologies for customers.

And you know what? They’re paying us to make those choices. That’s what a lot of customers pay us to do—to try to make the best products we can. If we succeed they’ll buy them, and if we don’t, they won’t, and it’ll all work itself out."

— Steve Jobs