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Steve Jobs’ 12 Principles of Success

John Sculley, Apple’s ex-CEO, talks for the first time about Steve Jobs.

In 1983, Steve Jobs wooed Pepsi executive John Sculley to Apple with one of the most famous lines in business: “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”

Jobs and Scully, co-CEOs of Apple, had brought world-class technology, world-class advertising, and world-class design. However, cooperation between the two sides did not last too long, the end result being that Scully was forced out of Apple.

Now, for the first time, Sculley talks publicly about Steve Jobs and the secrets of his success. It’s the first interview Sculley has given on the subject of Steve Jobs since he was forced out of the company in 1993.

Scully said: “I think Steve Jobs has not changed from first principles, but he was getting better and better application of these principles.” He also said: “I have no contact with Steve Jobs. He is still on the 22 Apple out the door to heart years ago. And I have become experienced in the history of Apple. ”

Scully said in an interview that Steve Jobs talked about the 12 principles of success:

1. Beautiful design

Scully said that he and Steve Jobs like a beautiful design, but Jobs also that it should be from the perspective of the user experience to begin design. They had to learn Italian designers, including automotive designers. They learn all aspects of vehicle design, including comfort, materials and colors, etc., when no one in Silicon Valley to do so. Scully said that this was not his idea, but the idea of Steve Jobs, but when his professional background is design. Apple did not just computers, but also product design and marketing design, this is a problem of positioning the company.

2. User Experience

Jobs will always consider such a problem that the product user experience is? End-user experience is a system, but also with product manufacturing, supply chain, marketing and retail related.

3. Not by a panel discussion

Jobs said: “If a person does not know what a computer-based graphics, and I asked him how could a computer-based graphics should look like? No one has ever seen before such a thing.” Jobs believes that the others show a calculator will not help to explain the way computers work, because the cross is too large.

4. Perfectionism

Jobs that every step must be done, all things are fastidious about his methods, and very cautious. Steve Jobs is actually a perfectionist.

5. Forward-looking

Jobs believes that the computer will become consumer products. In the early ’80s, this is a startling idea, because when people believe that the personal computer is just a little small mainframes. This is IBM’s view. Others believe that the personal computer may be similar to the game, because it was already available in several games.However, a completely different view of Steve Jobs, in his view the computer will change the world, helping people to acquire the ability of previously unthinkable.Computer games is not, nor is the small mainframe.

6. Minimize

Jobs was unusual in that way, he considered the most important decision is not what you should do something, but what you should not do something. He advocates a minimum. Jobs are always some elements in the cut, so that products meet the most simple level. Of course, Jobs is not so simplistic product, he only make the complex system simple.

7. Recruit the best talent

Jobs can always find the best and brightest people. He has leadership qualities, able to attract others to join his team. In addition, he has no real product in the case so that people accept his views. Jobs is always to reach out to those in his opinion, the best talent in a field. He is always personally responsible for their own team of recruitment, rather than hiring others to do the work.

8. Perfect details

Jobs, a concept is “to change the world,” Jobs also very concerned about the other details, such as how to develop products, how to design software, hardware and systems, and products should have any peripheral devices. He was always personally involved in advertising, design and everything.

9. To maintain a smaller scale

Steve Jobs does not like big companies, big companies he believes is full of bureaucracy, lack of efficiency. The companies he called “idiots.” Jobs used to think, Mac team members should not exceed 100 people, so if someone wants to join, then someone must leave. Jobs said: “I can not remember more than 100 names, and I only hope to work with familiar people. So if the scale is more than 100 people, then we must change the organizational structure, and I can not work that way. I I like to work have access to everything. ”

10. Refuse to work bad

Scully believes that Apple is like an artist’s studio, and Steve Jobs is a skilled craftsman. Jobs shows an engineer who has just written to the software code, but after browsing for Jobs, said: “not good enough.” Jobs are always forcing others to do the best they can achieve the level of So Apple is always able to complete some of the staff originally thought that they could not be done.

11. Good taste

Steve Jobs and Bill Gates (Bill Gates), who’s a major difference is that Steve Jobs has a good taste. Gates, who is always concerned about those who can capture the market of products, the introduction of the product is always to seize the market. But Jobs never did that, he thought it to be perfect.

12. To consider the issue from a system perspective

iPod is a good example to show the Jobs of the user experience, and the entire end to end system’s attention. Jobs are always concerned about the end to end system, he is not a designer, but a good system thinkers. This is rare in other companies, they only want to do their part to do that, and outsource the rest.

Apple’s New iPad

It’s hard to believe we could fit so many great ideas into something so thin.

A large, high-resolution LED-backlit, IPS display. An incredibly responsive Multi-Touch screen. And an amazingly powerful, Apple-designed chip. All in a design that’s thin and light enough to take anywhere. iPad isn’t just the best device of its kind. It’s a whole new kind of device. Watch the iPad video

LED-backlit, IPS Display

The high-resolution, 9.7 inch LED-backlit, IPS display on iPad is remarkably crisp and vivid. Which makes it perfect for web browsing, watching movies, or showing off photos. It’s also been designed to work in any orientation — portrait or landscape. And because it uses a display technology called IPS (in-plane switching), it has a wide, 178° viewing angle. So you can hold it almost any way you want, and still get a brilliant picture, with excellent color and contrast.


The Multi-Touch screen on the iPad uses the same revolutionary technology that’s in an iPhone. But for iPad, the technology has been completely reengineered for the larger surface, to make it extremely precise and responsive. So when you’re zooming in on a map, flicking through your photos, or deleting an email, iPad responds with incredible accuracy. And it does just what you want it to.

Thin and light

One of the first things you’ll notice about the iPad is how thin and light it is. The screen is 9.7 inches, measured diagonally. So overall, it’s slightly smaller than a magazine. And at just 1.5 lbs and 0.5 inches thin,1 it’s easy to carry and use anywhere. There’s also a slight curve to the back. Which makes it easy to pick up and comfortable to hold.

10 hours.

Up to 10 hours
battery life

To maximize battery life, Apple engineers took the same lithium polymer battery technology they developed for our notebook computers and applied it to the iPad. As a result, you can use iPad for up to 10 hours while surfing the web on Wi-Fi, watching videos, or listening to music.2


With built-in 802.11n, iPad can take advantage of the fastest Wi-Fi networks. And it’ll automatically locate available Wi-Fi networks, which you can easily join with a few simple taps. iPad also comes with Bluetooth 2.1 with EDR, which lets you connect to devices like wireless headphones or the Apple Wireless Keyboard.


iPad will also be available in a 3G model, with super-fast data speeds up to 7.2 Mbps.3 So if you’re traveling, or you happen to be somewhere that doesn’t have a Wi-Fi network, you can still get a fast connection for surfing the web, downloading email, or getting directions.


Apple A4 chip.The A4 chip inside iPad was custom-designed by Apple engineers to be extremely powerful, and yet extremely power efficient. So the performance is unlike anything you’ve ever seen on a touch-based device. Which makes iPad fantastic for everything from productivity apps to games. But at the same time, the A4 chip is so power efficient that it helps iPad get up to 10 hours of battery life on a single charge. And iPad is available with a choice of 16, 32 or 64GB flash storage.4 Which gives you lots of room for your photos, movies, music, apps, and more.


The 30-pin dock connector on the bottom of the iPad allows you to dock and charge it. It also lets you connect to iPad accessories like the Camera Connection Kit or the Keyboard Dock.


The powerful, built-in speaker produces a full, rich sound. Which makes watching a movie or listening to music even more enjoyable. It also comes with a headphone jack and a built-in microphone.

30-pin connector. Built-in speaker.


There are lots of great accessories that have been specifically designed for iPad. The Keyboard Dock, for instance, is a dock with a full-size keyboard. There’s also a standalone Dock. And because iPad has built-in Bluetooth 2.1, it’ll work with an Apple Wireless Keyboard, too. There’s also a Camera Connection Kit that lets you import photos from a camera or SD card. There’s even an iPad Case that not only protects it, it also allows you to use iPad in various positions, to make it easy to type, look at photos, or watch movies. And through a range of accessories, iPad can output to TVs, projectors and displays. Learn more about iPad accessories in Tech Specs

Technical Specifications

Size and weight1

9.56 inches (242.8 mm)
7.47 inches (189.7 mm)
0.5 inch (13.4 mm)
1.5 pounds (.68 kg) Wi-Fi model;
1.6 pounds (.73 kg) Wi-Fi + 3G model


  • 9.7-inch (diagonal) LED-backlit glossy widescreen Multi-Touch display with IPS technology
  • 1024-by-768-pixel resolution at 132 pixels per inch (ppi)
  • Fingerprint-resistant oleophobic coating
  • Support for display of multiple languages and characters simultaneously

Wireless and Cellular

Wi-Fi model
  • Wi-Fi (802.11 a/b/g/n)
  • Bluetooth 2.1 + EDR technology
Wi-Fi + 3G model
  • UMTS/HSDPA (850, 1900, 2100 MHz)
  • GSM/EDGE (850, 900,1800, 1900 MHz)
  • Data only2
  • Wi-Fi (802.11 a/b/g/n)
  • Bluetooth 2.1 + EDR technology


  • Wi-Fi
  • Digital compass
  • Assisted GPS (Wi-Fi + 3G model)
  • Cellular (Wi-Fi + 3G model)

In the Box

  • iPad
  • Dock connector to USB cable
  • 10W Power Adapter
  • Documentation

Environmental Status Report

iPad embodies Apple’s continuing environmental progress. It is designed with the following features to reduce environmental impact:

  • Arsenic-free display glass
  • BFR-free
  • Mercury-free LCD display
  • PVC-free
  • Recyclable aluminum and glass enclosure


  • 16GB, 32GB, or 64GB flash drive


  • 1GHz Apple A4 custom-designed, high-performance, low-power system-on-a-chip


  • Accelerometer
  • Ambient light sensor

Audio Playback

  • Frequency response: 20Hz to 20,000Hz
  • Audio formats supported: AAC (16 to 320 Kbps), Protected AAC (from iTunes Store), MP3 (16 to 320 Kbps), MP3 VBR, Audible (formats 2, 3, and 4), Apple Lossless, AIFF, and WAV
  • User-configurable maximum volume limit

TV and Video

  • Support for 1024 x 768 with Dock Connector to VGA adapter; 576p and 480p with Apple Composite A/V Cable, 576i and 480i with Apple Composite A/V Cable
  • H.264 video up to 720p, 30 frames per second, Main Profile level 3.1 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; MPEG-4 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Simple Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats

Mail attachment support

  • Viewable document types: .jpg, .tiff, .gif (images); .doc and .docx (Microsoft Word); .htm and .html (web pages); .key (Keynote); .numbers (Numbers); .pages (Pages); .pdf (Preview and Adobe Acrobat); .ppt and .pptx (Microsoft PowerPoint); .txt (text); .rtf (rich text format); .vcf (contact information); .xls and .xlsx (Microsoft Excel)


  • Language support for English, French, German, Japanese, Dutch, Italian, Spanish, Simplified Chinese, Russian
  • Keyboard support for English (US) English (UK), French (France, Canada), German, Japanese (QWERTY), Dutch, Flemish, Spanish, Italian, Simplified Chinese (Handwriting and Pinyin), Russian
  • Dictionary support for English (US), English (UK), French, French (Canadian), French (Swiss), German, Japanese, Dutch, Flemish, Spanish, Italian, Simplified Chinese (Handwriting, Pinyin), Russian


  • Support for playback of closed-captioned content
  • VoiceOver screen reader
  • Full-screen zoom magnification
  • White on black
  • Mono audio

Battery and Power4

  • Built-in 25Whr rechargeable lithium-polymer battery
  • Up to 10 hours of surfing the web on Wi-Fi, watching video, or listening to music
  • Charging via power adapter or USB to computer system

Input and Output

  • Dock connector
  • 3.5-mm stereo headphone jack
  • Built-in speakers
  • Microphone
  • SIM card tray (Wi-Fi + 3G model only)

External buttons and controls

  • On/Off, Sleep/wake
  • Mute
  • Volume up/down
  • Home

Mac system requirements

  • Mac computer with USB 2.0 port
  • Mac OS X v10.5.8 or later
  • iTunes 9.0 or later (free download from www.itunes.com/download)
  • iTunes Store account
  • Internet access

Windows system requirements

  • PC with USB 2.0 port
  • Windows 7, Windows Vista; Windows XP Home or Professional with Service Pack 3 or later
  • iTunes 9.0 or later (free download from www.itunes.com/download)
  • iTunes Store account
  • Internet access

Yet another unbelievable feature: The price.

With iPad, you get all our latest innovations. And all our most advanced technologies. In one of the most revolutionary products we’ve ever created. All at a price that’s well within reach.

16 GB 32 GB 64 GB
Wi-Fi $499 $599 $699
Wi-Fi + 3G $629 $729 $829
  • Prices in US Dollars. International pricing will be announced at a later date.
  • 3G data plan sold separately.

Leave a comment below to tell us what you think of the new iPad.