• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Steve Jobs’ post-PC credo

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
March 4, 2011, 7:59 AM ET

How he sees the future of computing — and his company — in 229 words



Source: Apple Inc.

Much has been written (see here and here, for example), and more will be, about Steve Jobs’ closing remarks at Apple’s (AAPL) iPad 2 unveiling Wednesday.

So here it is, Jobs’ post-PC credo, in his own words:

I’ve said this before, but thought it was worth repeating: It’s in Apple’s DNA that technology alone is not enough. That it’s technology married with liberal arts, married with the humanities, that yields us the result that makes our hearts sing.

And nowhere is that more true than in these post-PC devices.

And a lot of folks in this tablet market are rushing in and they’re looking at this as the next PC. The hardware and the software are done by different companies. And they’re talking about speeds and feeds just like they did with PCs.

And our experience and every bone in our body says that that is not the right approach to this. That these are post-PC devices that need to be even easier to use than a PC. That need to be even more intuitive than a PC. And where the software and the hardware and the applications need to intertwine in an even more seamless way than they do on a PC.

And we think we’re on the right track with this. We think we have the right architecture not just in silicon, but in the organization to build these kinds of products.

And so I think we stand a pretty good chance of being pretty competitive in this market. And I hope that what you’ve seen today gives you a good feel for that.

Also on Fortune.com:

  • Apple posts iPad 2 keynote video
  • iPad 2: The view from Brooklyn
  • Steve Jobs’ reality distortion takes its toll on truth

[Follow Philip Elmer-DeWitt on Twitter @philiped]

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

U.S. President Donald Trump reacts during a Cabinet meeting in the Cabinet Room of the White House on March 26, 2026 in Washington, DC
EnergyIran
Markets cheer as Trump threatens to abandon Iran War, but Jamie Dimon sides with allies: ‘win this thing and clean up the straits’
By Eva RoytburgMarch 31, 2026
10 minutes ago
three men pose for camera
Cryptostablecoins
Exclusive: Former Stripe and Coinbase employees raise $8 million for Latitude, a startup whose core product is stablecoin-based ‘Global Payouts’
By Carlos GarciaMarch 31, 2026
33 minutes ago
McCormick combines with Unilever’s food division and adds Hellmann’s and Knorr to its brands
Arts & EntertainmentUnilever
McCormick combines with Unilever’s food division and adds Hellmann’s and Knorr to its brands
By The Associated PressMarch 31, 2026
38 minutes ago
The rise of the supervisor class is just beginning.
CommentaryAI agents
The supervisor class: how AI agents are remaking the developer’s career
By Mohith ShrivastavaMarch 31, 2026
1 hour ago
schumer
PoliticsCongress
Democrats in disarray as rank and file clash with Chuck Schumer’s plan to run elderly moderates in must-win races
By Joey Cappelletti and The Associated PressMarch 31, 2026
2 hours ago
rice's whale
Environmentendangered species
Trump’s plan to drill for oil in the Gulf of Mexico could be foiled by just 50 survivors of a rare whale species
By Tammy Webber and The Associated PressMarch 31, 2026
2 hours ago

Most Popular

Jerome Powell says the $39 trillion national debt is ‘not unsustainable,’ but warns the trajectory ‘will not end well’
Economy
Jerome Powell says the $39 trillion national debt is ‘not unsustainable,’ but warns the trajectory ‘will not end well’
By Fortune EditorsMarch 30, 2026
18 hours ago
A man used AI to call 3,000 Irish bartenders to track the cost of Guinness. Now pubs are lowering their prices to compete
AI
A man used AI to call 3,000 Irish bartenders to track the cost of Guinness. Now pubs are lowering their prices to compete
By Fortune EditorsMarch 30, 2026
22 hours ago
413,793 KitKat bars stolen: 'Whilst we appreciate the criminals’ exceptional taste, the fact remains that cargo theft is an escalating issue'
Europe
413,793 KitKat bars stolen: 'Whilst we appreciate the criminals’ exceptional taste, the fact remains that cargo theft is an escalating issue'
By Fortune EditorsMarch 28, 2026
3 days ago
A CEO trying to reindustrialize America says blue-collar pay is headed for 'massive hyperinflation' and kids should skip college to become welders
Success
A CEO trying to reindustrialize America says blue-collar pay is headed for 'massive hyperinflation' and kids should skip college to become welders
By Fortune EditorsMarch 30, 2026
23 hours ago
Current price of gold as of March 30, 2026
Personal Finance
Current price of gold as of March 30, 2026
By Fortune EditorsMarch 30, 2026
1 day ago
Current price of silver as of Monday, March 30, 2026
Personal Finance
Current price of silver as of Monday, March 30, 2026
By Fortune EditorsMarch 30, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.