Steve Jobs| Apple's Premium Pricing & Product Strategy

Molly Wood of CNET asks Steve Jobs a question.

Molly Wood: " Hi I'm Molly from CNET I have a question actually about market share, which is sort of what we are getting at, there has been a suggestion that because of pricing and design Apple tends to appeal to kind of a smaller elite rather than that sort of mass customer base, and so I guess once and for all, is it your goal to overtake the PC in market share?"

Steve Jobs: "You know, I'll tell you what our goal is. Our goal is to make the best personal computers in the world and to make products we are proud to sell and would recommend to our family and friends."

"And we want to do that at the lowest prices we can but I have to tell you, there are some stuff in our industry that we wouldn't be proud to ship."

"That we wouldn't be proud to recommend to our family and friends. And we can't do it, we just can't ship junk. So there is, there is there are thresholds that we can't cross because of who we are, but we want to make the best personal computers in the industry."

Sound Cuts Out

Steve Jobs: unintelligible " We think there is a very significant slice in the industry that wants that too."

"And what you'll find is our products are usually not premium-priced. You go, you go and price out our competitor's products and you add the features that you have to add to make them useful and you'll find in some cases, they are more expensive than our products. The difference is, we don't offer stripped-down lousy products."

"You know, we just don't offer categories of products like that. But if you move those aside and compare us with our competitors. Uhhhh, I think we compare favorably. And a lot of people have been doing that and saying that now for the last eighteen months"

Yes I transcribed this...your welcome

This video resonates with what Apple is doing today

I found his answer to pricing specifically interesting, especially when we look at Apple's pricing strategy today which seems opposite to what was said in the video.


It really makes me think of whether Apple would have gone on this road regardless if Steve Jobs was still alive.

This is a different video from my gaming stuff and a bit random, but who cares?

Anyways, just thought I would share this video

I took this video from dvmdeeasy but obviously cut out the annoying intro and changed the audio and enlargened the date.

The title he chose was terrible as well (in my humble opinion)

Link to his video:    • Steve Jobs: We don't ship junk, HD version  

#apple