A year before his death, Jobs had highlighted the company’s history of jettisoning some popular technologies such as floppy discs in favor of emerging ones such as CD-ROM drives. He believed that customers wanted Apple to make those choices for them and would reward the company if it was right by buying its products. “People call us crazy,” he recalled. “We have at least the courage of our convictions to say ‘We don’t think this is what makes a great product. We’re going to leave it out.’”
