“
I don’t think it’s good that Apple’s perceived as different. I think it’s important that Apple’s perceived as much better. And, in fact, if being different is essential to doing that then we have to do that. But if we could be much better without being different then that would be fine with me.
I want to be much better. I don’t care about being different. We’ll have to be different in some ways to be much better, but that’s the prize - wouldn’t you agree?
” —Steve Jobs, WWDC ‘97