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So we're here at the -- -- in midtown Manhattan and I have a Fox Business exclusive with Walter Isaacson.
He is of course the author of Steve Jobs the definitive book.
How's it going -- You list it's nice to be with -- but you know Steve had certain business lessons and I think a lot of wanted to maneuvers lot of business people think -- -- cannot learn from this.
I just voted now -- -- tell me about -- life and on narrative but people or extracting lessons from the book and I find that interest thing.
Sort of people who want to be in business of people doing startup thing McClellan from Steve Jobs well if anything it would teach people how to not march.
Took a classic -- of the -- but to the -- of the different from as what he would say thing different you know already cut out of the box.
And that was one of the things I mean his last lesson that he gave in this commencement speech years ago at Stanford.
Which was -- -- state foolish you gotta be able to -- to get out of your -- when you're doing well in business not just had a say in the group when you're doing well well.
Course he's gone now but his products definitely live on and having we've seen floated as we speak the product launch today.
How much of today's product launch has Steve Jobs fingerprints on all I think I think apple -- Steve Jobs fingerprint on it for another.
For five years and hopefully.
For another generation it is -- always stood at the intersection.
Of sort of the arts and technology that would be Stifel and when you look at the new like that when you look at the new and you don't pixels and how how -- it is those were the things he cared deeply about was making the product beautiful.
Not just functioning well he was -- Action on so many levels not just on the engineering side but on of course the -- -- it but so much.
Has been made of the pipeline and that's what everybody wants to know you -- fortified years his -- -- his stamp.
Will be on those products but how many products are stuffed in that channel.
Well you know when he stepped down as the CEO of apple.
-- to August I think it was.
The board was sort of joking in some ways about how Hewlett-Packard had just gotten out of the tablet business and that during the -- PCs he said wait a minute.
Bill Hewlett gave me my first job.
When I was fifteen years old and he and Dave Packard thought they had created a company.
That would last for generations.
We're not just talking about one product to product three products here.
I want to make sure that.
We at apple never screw it up the way those bozos did a few within -- company so we always -- generations from now.
Have to be there trying to combine the humanities.
Arts you know that emotional side of ourselves with the technological side of us out of.
Course -- -- life Walter did he sit there and say.
I got to make sure there -- at least five to six -- ideas -- phones apple TV all of that so that this company can.
Not just won't let fly a lot higher because of my ideas keeping -- I think when I asked him you know what product humans that whatever -- -- -- -- apple the company.
Anybody can make a product to sometimes be successful but can you make a product that has a company.
As a great team.
That it can -- Phil Schiller Scott -- -- -- and of course a great Johnny the industrial design.
That was a team that got put together so you don't have to say what is -- doing this product this product this product.
He put together a company.
Not just a set of products that can continue -- is -- about what can sprout from this announcement today could there possibly be a young adult version of an iPad coming out.
I didn't know that you know he had certain.
Visions for how you transform an industry.
And he did with the iPod -- -- in the music industry in the iPhone and then the -- -- -- financial education publishing textbooks.
Our industry journalism that you and I -- I think the next big vision that is -- one he raps about a year ago about everything moving to the clout so won't be.
The computer as the -- but we'll have all sorts of devices and which we think our contents seamlessly in the -- That.
Just like the computer as a -- of your digital lifestyle.
Drove apple for ten years from 2000 to 2002 and I think that's the vision that he announced that will drive the next ten years.
Apple TV or ITV who knows what it's going to be talked about our calls but.
When he was sick he spent a lot of time watching cable TV and criticizing -- -- With apple TV if he could wave a magic wand and create the perfect announcement about how apple would create TV what with -- -- what.
-- that well I'm only gonna answer in the terms of history is that's what I mean look back.
But if you look at what he does is he simplifies he takes something like yourself are we just totally brain dead but you can't even figure out how to put them in the address book or not -- to make a phone call would have.
Just let's make the screwing something.
Secondly what he does is it integrates -- can't.
With the device and the software.
So that the iPod was not a CI it was the iTunes software and the iTunes store so he got content companies to agreed to do things with the -- -- If -- to say what Steve's vision.
It's integrating content with your -- -- so it simple.
And making everything very easy to use that would be what he would do with any future financial interest.
Viciously competitive and it wasn't enough just to create something great he wanted to.
And -- verbalize this crash that if you want to crash cable that he for talk about that I think that he wanted to crush the notion that when you walked into your bedroom.
Or a hotel -- -- -- -- confronted with the TV set this to different boxes we divert remote controls and if you wanna watch.
You know a behavior want to watch NBC nightly news you -- It's hard to figure -- out.
I think he wanted not to crush it.
But he wanted to simplify it and truly one of the most complex things in our life is sort of the brain dead system we have -- also to TVs and dvds and and he grows and cable and boxes of stuff like that.
I think that people like Steve Jobs Einstein -- wrote about once said.
You know any fool can make a problem more complex it takes a genius to make it more samples -- was a genius we knew how to make things more simple.
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