“The normal is what you find but rarely. The normal is an ideal. It is a picture that one fabricates of the average characteristics of men, and to find them all in a single man is hardly to be expected.
“It seems to me that what makes genius is the combination of natural gifts for creation with an idiosyncrasy that enables its possessor to see the world personally in the highest degree, and yet with such catholicity that his appeal is not to this type of man or to that type, but to all men. His private world is that of common men, but ampler and more pithy. His communication is universal, and though men may not be able to tell exactly what it signifies that they feel that it is important. He is supremely normal.
–W. Somerset Maugham, “The Summing Up”
I read Maugham’s little autobiography of a book “The Summing Up” in early 2009. The quote above struck me as unique and amusing. Late 2011, when i was reading Jobs biography, i found myself kept on returning to this quote.
The world’s perception of Apple’s recent success (starting with ipod) was due to Jobs’ design genius, and his consideration for his users. But reading the biography, one realized that is a lie. Jobs couldn’t care less about users. 99.9% of us are nothing but moron’s in Jobs mind anyways. So how do we explain this conflict of superb received design and Jobs condescension of common men?
The only explanation i can think of is that Jobs wasn’t designing for the users. He was designing for himself, period. And it just happened, his taste has the mass appealof a genius. Using Maugham’s metaphor, most of us have our own little quirks. What we like don’t translate to what most others will like. But Jobs happened to have the “appeal that is not to this type of man or to that type, but to all men.”
On top of that genius, Jobs is probably the most persuasive deal maker silicon valley has ever seen. iPod, even with its gorgeous design and superb craftsmanship, would have still failed if Jobs weren’t able to secure those deals with record companies. That kind of deal making is what makes Apple stand out among all other tech companies.
The rumored Apple TV would be a good case to watch. I dont’ doubt Apple has the technical ability and design talent to make their TV a beauty. But the key is whether they can make the required deals with media companies like Jobs did for iPod.
Oh yeah, and the “rebel” image Jobs put up with the 1984 Superbowl commercial? That’s a lie, too. Jobs was probably the biggest control freak who won’t be out-controlled by anyone else. So if you think the deal he signed with carrier is meant to liberating the users, think again. Users are just being locked up by Apple instead of carriers. Pick your prison. But don’t’ delude yourself thinking you are free.
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