One of the things that really hurt Apple was after I left John Sculli got a very serious

disease. And that disease, I've seen other people get it too. It's the disease of thinking that a really great idea is 90% of the work and that if you

just tell you're all these other people here's this great idea then of course they can go off and make it happen.

And the problem with that is that there's just a tremendous amount of craftsmanship in between a great idea and a great product.

And as you evolve that great idea, it changes and grows.

It never comes out like it starts because you learn a lot more as you get into the subtleties of it and you also find

there's tremendous trade-offs that you have to make. There are just certain things you can't make

electrons do. There are certain things you can't make plastic do or glass do, and as you get into, or factories do, or robots do.

And as you get into all these things, designing a product is keeping 5,000 things in your brain, these concepts,

and fitting them all together

in continuing to push, to fit them together

in new and different ways to get what you want.

And every day you discover something new that is a new problem or a new opportunity to fit

these things together a little differently.

And it's that process that is the magic.

And so we had a lot of great ideas when we started.

But what I've always felt that a team of people doing something they really believe in his life is like when I was a young kid there was a widowed man that lived up the street and he was in his 80s. He's a little scary looking and I got to know him a little bit. I think he might have paid me to cut his mow his lawn or something and one day he said come on into my

garage I want to show you something and he pulled out this dusty old rock tumbler it was

a motor in a coffee can and a little band between them and he said come up me. We went out to the back and we got just some rocks, some regular old ugly rocks. And we put them in the can with a little bit of liquid and a little bit of grit powder and we closed the can up

and he turned this motor on he said come back tomorrow and his can was making a racket as the stones went around.

And I came back the next day and we took, we opened the can and we took out these amazingly beautiful polished rocks.

The same... amazingly beautiful polished rocks.

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