"The jewelry business is a very, very tough business - tougher than the computer business. You truly have to understand how to take care of your customers."

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This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it.

— Steve Jobs