Dear human race,First of all, you’re welcome. In the last few days I’ve been overwhelmed by your letters and calls expressing your gratitude to Apple, and mostly to me personally, for inventing yet another life-changing, mind-altering product. All I can tell you is that with iPad, as with all of our products, all we did was create something that we want to use. We’re just so glad that you want to use it too.
It’s humbling, actually. When you devote your entire life to the endless, selfless quest to improve the lives of others; when you live a monk-like existence, and focus all of your power and genius on the singular goal of creating objects that nourish souls and transform people’s lives with magic and wonder; and when people tell you that this is, indeed, what you’ve done — well, it’s gratifying. Namaste, entire population of Spaceship Earth. I honour the place where your desire to consume becomes one with my desire to create.
Some pundits have posed the question: Why do anyone need this thing? Indeed, even those of you are lining up and standing outside stores may be wondering, Why am I doing this? Why am I lining up like a zombie for an expensive piece of consumer electronics, a product for which there is no shortage and which, let’s face it, nobody really needs? Back in the early days of our design process, Jonny Ive came in to see me and we spent a long time trying to decide where on Mazlow’s triangle this product would sit. Because we knew if we couldn’t be way up above the very top of that pyramid, floating above it, totally outside the needs it describes, then this wouldn’t be a product we wanted to make. Some of our early iterations, in fact, had to be tossed out because when we looked at them we realised that parts of them were too, well, necessary. Don’t get me wrong. That’s fine for other companies. It’s just not what we do here at Apple.
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