The vision of a book in a computer.

Apple's strategy is really simple. What we want to do is we want to put an incredibly great computer in a book that you can carry around with you and that you can learn how to use in 20 minutes. We don't know how to do that now. It's impossible, technically. So we had three options. One was to do nothing.

The second one was to put a piece of garbage computer in a book. And we can do that, but our competitors are doing that, so we don't need to do that. The third option was to design the computer that we wanted to put into the book eventually, even though we can't put it into the book now. And right now, it fits in a bread box, and it's $10,000, and it's called Lisa.

The next thing we will do is we will find a way to put it in a shoe box and sell it for like $2,500. And that'll be the next step. And finally, we'll find a way to get it in a book and sell it for under $1,000. Watch the legend himself: https://lnkd.in/gMf6ivtg