In 1983, John Sculley, who had made a great success at the head of PepsiCo, is hired to run the Apple firm. In 1986, a conflict occurs between Sculley and Steve Jobs, each one trying to push the other towards the exit. His successor will be worse, and will give up the license of the Mac operating system to third party manufacturers. The company, unable to produce a new operating system is on the verge of bankruptcy in 1997. Incidentally, we see that many of the qualities that Sculley attributes in his quotations to Jobs, who knows how to infuse them to the products, are also qualities that belong to Google products.
Having been around in the early days, I dona€™t see any change in Stevea€™s first principles a€” except hea€™s gotten better and better at it. Steve Jobs gave this advice in April 2011 to Larry Page, new Google CEO: A company must have only five products. An advice that has been listened, since Google has significantly reduced the number of its services and software. In April 2012, Samsung became the first manufacturer of smartphones on top of Apple and Nokia. These two quotations taken at different places in the transcript of the interview seem contradictory.

Steve in particular felt that you had to begin design from the vantage point of the experience of the user.
The iPod is a perfect example of Stevea€™s methodology of starting with the user and looking at the entire end-to-end system. The usability of Apple products, and primarily, that of the Mac operating system, has always been the strong point of the firm.
And he was constantly forcing people to raise their expectations of what they could do.A  So people were producing work that they never thought they were capable of. This finding from Sculley is fully confirmed by all books written about the history of Apple and that from the first days when Steve Wozniak was working on the Apple II, Jobs then encouraged he to continually add new features and improve the hardware to make it the best. What makes Stevea€™s methodology different from everyone elsea€™s is that he always believed the most important decisions you make are not the things you do a€“ but the things that you decide not to do.
Reduce the object to the smallest form, is what we call programming optimization: rewriting a program to gradually make it simpler and more efficient. The board did not trust Jobs, too unstable to run the business and he was relieved of his duties. Sculley developped the Newton, a personal assistant that make the firm losing more money than it will bring it.
She takes Steve Jobs has his head and with it the operating system from Next, based on Unix.

Everything had to be beautifully designed even if it wasna€™t going to be seen by most people. In fact, what means Sculley, is that Jobs wants to make beautiful objects and appreciates the beauty in everything, but it does not create it itself. How can I possibly ask somebody what a graphics-based computer ought to be when they have no idea what a graphic based computer is?
While MySpace multiplied steps to show more ads, garner more revenue, Facebook made the interface simpler.
However, the firm has repeatedly been on the brink of bankruptcy and has a time had to rely on help from Microsoft to redress its finances. He will commit more errors, including the choice of PowerPC processors rather than Intel, and poorly designed computers.

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