Equally important, this simplification allowed Apple to focus its efforts on quality and innovation: making its small number of products stand out. This was the period, for example, in which Apple’s colorful, bulbous iMac and whimsical clamshell iBook were released. The decision to trade complexity for quality worked. During Jobs’s first fiscal year, when his plan was still being implemented, Apple lost over a billion dollars. The next year, it turned a profit of $309 million. “Deciding what not to do is as important as deciding what to do,” Jobs explained.
