One of the things that really hurt Apple was after I left, John Scully 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 okay i got an idea for a phone app.

Okay, I'm listening.

It's called eye condiment, and you select mustard.

I don't know, I'm not feeling it.

What about an app where people send in ideas for apps,

and we charge 99 cents, and we become billionaires?

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