His design decisions, Mr. Jobs explained, were shaped by his understanding of both technology and popular culture. His own study and intuition, not focus groups, were his guide. When a reporter asked what market research went into the iPad, Mr. Jobs replied: ‘None. It’s not the consumers’ job to know what they want.’
The notion of ‘taste’ — he uses the word frequently — looms large in Mr. Jobs’s business philosophy. His has been honed by a breadth of experience and by the popular culture of his time.
Great products, Mr. Jobs once explained, were a triumph of taste, of ‘trying to expose yourself to the best things humans have done and then trying to bring those things into what you are doing.’