Steve Jobs has quit as Apple CEO. This is sad news for everybody who fell in love with gadgets that were simple to use, and enormously fun to play with.

The secret of Steve Jobs’ success is making customers deeply happy. Steve Jobs changed the world with a manic insistence that his customers must be so happy with his products that they want to buy them again and again.
You’d think every entrepreneur on the globe would do likewise, but no-one cares about customers like Jobs. And that’s why he has changed the world.
The Jobs back story is well-known: Apple spun out of a California garage, got big, brought the world point and click user interfaces in the Macintosh. The Mac changed the world by making computers accessible to anyone, which delighted customers, but Jobs didn’t fully understand the computer industry of the 80s and Apple could not cash in on its lead.
He was then booted out of Apple, started another company that made uber-nerdware for banks, before returning to an ailing Apple.
During his years of exile, he helped to found the film studio Pixar, a venture that I think tells you most of what you need to know about Jobs’ philosophy and the reasons for his success.
Even now that it is under Disney’s ownership, Pixar still lavishes more attention to detail on its stories than any other movie studio. While rivals are happy to crank out celebrity-voiced regurgitations of fairy tales and endless riffs on animal hijinks, Pixar nails movie after movie that delight kids, bring adults to tears and move columnists to debate their meaning and morals.
That stuff doesn’t happen by accident. By all accounts Pixar simply works harder and longer on its movies than its rivals.
When Jobs returned to Apple he managed to get the whole company to join him in his manic crusade for happy repeat customers. First we saw the jellybean iMac, a computer that for the first time didn’t uglify a modern home.
Then came the iPod, a weapon of mass convenience that made it easier than ever to manage a music library. iTunes meant no-one would ever need to go to a record store again, should they choose to avoid endless replays of Billy Joel’s greatest hits.
Then came the iPhone, a device that took computers off desks, off laps and into our pockets and every spare moment of our lives. At a time when life was increasingly being julienned into slivers of loosely-connected activity, the iPhone arrived to connect us to people and experiences whenever we wanted them.
Apple shops were staffed by actual people who wanted to talk to you, smiled when you entered and didn’t roll their eyes when non-nerds asked dumb questions.
Every step of Jobs’ second act at Apple simplified, prettified and made life more convenient than anyone else, almost always before anyone else thought to do so. And at every step Apple also worked hard on every small detail to make sure you came away delighted.
That just might be the biggest element of the Jobs legacy. Apple has shown the world what it is to really, truly, try amazingly hard to delight customers.
It’s a lesson you hope every other entrepreneur on the planet is willing to learn.
Simon Sharwood is editor of My Business magazine.
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