Apple的iPod造成全球大熱銷之後，Apple以及Apple的CEO — Steve Jobs瞬間變成媒體紅人！
不管是中外媒體都在報導相關消息。
很諷刺的是，台灣媒體原本對於Apple的消息都是相當不屑於報導的，但是現在忽然就便每家媒體都變成Apple通，但是可悲的是沒有一家真的了解Apple，畢竟臨時抱佛腳只能騙騙原本就不了解的一般民眾。
再來就是一些只會譁眾取寵的分析師：像是老是自以為是的呂宗耀先生，這下好像又變成全世界只有他眾人皆醉我獨醒—就他最早看好Apple
講難聽點，聽他分析很明顯就知道他根本不懂iPod（竟然說iPod的競爭優勢是在那個轉盤上？真是胡說八道！）

與其聽一堆只會無言亂語的亂說，不如聽聽Seteve本人怎麼說：

本期Fortune雜誌專訪Steveｍ他提到一些很重要的觀念和現象，小弟我摘錄如下：

1.The place where Apple has been standing for the last two decades is exactly where computer technology and the consumer electronics markets are converging. So it’s not like we’re having to cross the river to go somewhere else; the other side of the river is coming to us.

2.Our (Apple) DNA hasn’t changed. It’s the mass-market consumer electronics is turning into Apple.

3.雜誌問到Pixar跟Apple的差別時，Steve下了一個很妙的註腳：
I’ve always said that Pixar is the most technically advanced creative company; Apple is the most creatively advanced technical company.

4.At Apple we come at everything asking, “How easy is this going to be for the user? How great is it going to be for the user? ”

5.Everybody says, “Oh, the user is the most important thing,” but nobody else really dose it.

6.Some companies are prisoners of their point of view.

7.Apple’s core strength is to bring very high technology to mere mortals in a way that surprises and delights them and that they can figure out how to use.Software is the key to that. In fact, software is the user experience.

看到了嗎？
Apple的CEO 本人再三強調，軟體才是他們的核心競爭力來源，絕對不是那個轉盤！
Steve相當注重的是Apple的產品能夠帶給顧客怎麼樣的experience！不只是硬體、不只是軟體、甚至還包含使用者到Apple Store 購買Apple產品的經驗以及售後服務！

如果說呂先生的【轉盤論】成立的話，那最新的iPod Shuffle根本沒有轉盤！似乎狠狠地打得呂先生一巴掌！