for the user. He made a device that he himself wanted to use. He was not wholly uncommercial: he simplified so that his machines were easier to produce and therefore cheaper; and he introduced some stunning cost savings relative to the Xerox Star. But he reduced cost and price only when doing so did not compromise his main objective, which was to make a fabulous computer. Ease of use, art and usefulness made his machine a joy to use. Price was important too, but markedly less so. Ever since, no Apple device has been sold primarily on price.
