Q: What are your goals when setting out to build a new product?
A: Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.
Q: Why has Apple’s competition struggled to do that?
A: Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.
… then maybe, FINALLY, I could drop the label of fanboy. It’s easy to tell when someone’s pushing and asking what the device is about, and when someone’s running off with a successful form factor and adding some marketing taglines.