--- title: "Meaning & Key Takeaway of: Apple makes great hardware. The reality…" description: "\"Apple makes great hardware. The reality is, in the OS, we see things differently.\" — B. Kevin Turner" image: "https://sms4smile.com/quotes/i/6e3/b-kevin-turner-31378_apple_apple-makes-great-hardware-the-reality-i_2226658.jpg" --- # Apple makes great hardware. The reality is, in the OS, we… ![“Apple makes great hardware. The reality is, in the OS, we see things differently.” quote by B. Kevin Turner](https://sms4smile.com/quotes/i/6e3/b-kevin-turner-31378_apple_apple-makes-great-hardware-the-reality-i_2226658.jpg) [Download](https://sms4smile.com/quotes/i/6e3/b-kevin-turner-31378_apple_apple-makes-great-hardware-the-reality-i_2226658.jpg) [Open image](https://sms4smile.com/quotes/i/6e3/b-kevin-turner-31378_apple_apple-makes-great-hardware-the-reality-i_2226658.jpg) > “Apple makes great hardware. The reality is, in the OS, we see things differently.” [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Hardware excels, but software perception shapes user experience, highlighting the importance of design. **In simple terms:** Hardware is great; software perception matters. Key Takeaway Focus on user experience design. Themes technology perception design Mood analytical optimistic Type business technological When to use this quote - product development - marketing - customer support Key Concepts human‑computer interaction product strategy UX Questions to Reflect On - How does software influence hardware value? - What design principles improve perception? A Different Perspective Great hardware alone cannot guarantee success. ★ ★ ★ ★ ★ No ratings yet [Computers](https://sms4smile.com/quotes/about/computers/) [Reality](https://sms4smile.com/quotes/about/reality/) [Technology](https://sms4smile.com/quotes/about/technology/) ## Related quotes > [Apple makes beautiful products. I own a Mac Pro, a Mac Book, a Mac Mini, an iPad, an iPhone, pretty much the entire collection.](https://sms4smile.com/quotes/nick-denton/apple-makes-beautiful-products-i-own-a-mac-pro-a-mac-book-a-mac-mini/) [Nick Denton](https://sms4smile.com/quotes/author/nick-denton/) > [The computer seems easy because Apple makes the products so easy to use at home. It's the simple things, like getting the TV set…](https://sms4smile.com/quotes/chris-o-donnell/the-computer-seems-easy-because-apple-makes-the-products-so-easy-to/) [Chris O'Donnell](https://sms4smile.com/quotes/author/chris-o-donnell/) > [Apple makes really good products, and Samsung makes really good products. It's really a two-horse race. Where I think Apple is exposed: the price…](https://sms4smile.com/quotes/john-sculley/apple-makes-really-good-products-and-samsung-makes-really-good/) [John Sculley](https://sms4smile.com/quotes/author/john-sculley/) > [Apple makes computers and they have to be great at providing the product they promised every individual who wants to purchase from them. This…](https://sms4smile.com/quotes/lewis-schiff/apple-makes-computers-and-they-have-to-be-great-at-providing-the/) [Lewis Schiff](https://sms4smile.com/quotes/author/lewis-schiff/) > [Apple's advantage is that it designs and builds software together, so if the software isn't excellent, it does the superlative hardware a disservice.](https://sms4smile.com/quotes/walt-mossberg/apple-s-advantage-is-that-it-designs-and-builds-software-together-so/) [Walt Mossberg](https://sms4smile.com/quotes/author/walt-mossberg/) > [It wasn't until the Apple Macintosh that people understood what true hardware-software integration was about. It took one company to line it up: low-cost…](https://sms4smile.com/quotes/tony-fadell/it-wasn-t-until-the-apple-macintosh-that-people-understood-what-true/) [Tony Fadell](https://sms4smile.com/quotes/author/tony-fadell/) > [Talking about Apple v. Microsoft without mentioning the Internet and the browser is like talking about WWII without talking about the nuke. Framing the…](https://sms4smile.com/quotes/michael-arrington/talking-about-apple-v-microsoft-without-mentioning-the-internet-and/) [Michael Arrington](https://sms4smile.com/quotes/author/michael-arrington/) > [Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer.…](https://sms4smile.com/quotes/tim-cook/apple-is-the-only-company-that-can-take-hardware-software-and/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [ \[Apple and RIM\] are probably restricted, in some sense, to a certain maximum. ... If you want to reach more people than that, you… ](https://sms4smile.com/quotes/steve-ballmer/apple-and-rim-are-probably-restricted-in-some-sense-to-a-certain/) [Steve Ballmer](https://sms4smile.com/quotes/author/steve-ballmer/) > [By being able to write a genome and plug it into an organism, the software, if you will, changes the hardware.](https://sms4smile.com/quotes/barry-schuler/by-being-able-to-write-a-genome-and-plug-it-into-an-organism-the/) [Barry Schuler](https://sms4smile.com/quotes/author/barry-schuler/) > [The hardware and the software used in the Breakthrough project will be compatible with other telescopes around the world, so they too can search…](https://sms4smile.com/quotes/yuri-milner/the-hardware-and-the-software-used-in-the-breakthrough-project-will/) [Yuri Milner](https://sms4smile.com/quotes/author/yuri-milner/) > [In software speed to market, speed to learning is really key. In hardware if you screw it up you are dead. So accuracy really…](https://sms4smile.com/quotes/reid-hoffman/in-software-speed-to-market-speed-to-learning-is-really-key-in/) [Reid Hoffman](https://sms4smile.com/quotes/author/reid-hoffman/) > [While it is becoming increasingly obvious that the fundamental architecture of a system has a profound Influence on the quality of its human factors,…](https://sms4smile.com/quotes/lewis-m-branscomb/while-it-is-becoming-increasingly-obvious-that-the-fundamental/) [Lewis M. Branscomb](https://sms4smile.com/quotes/author/lewis-m-branscomb/) > [Everything for us is a system. We don't think about it discretely as just as a piece of hardware, or discretely as an application...…](https://sms4smile.com/quotes/hosain-rahman/everything-for-us-is-a-system-we-don-t-think-about-it-discretely-as/) [Hosain Rahman](https://sms4smile.com/quotes/author/hosain-rahman/) > [ Software gets slower faster than hardware gets faster. (Or, sometimes known by\] Grove \[the head of Intel\] giveth and Gates \[the head of Microsoft\]… ](https://sms4smile.com/quotes/niklaus-wirth/software-gets-slower-faster-than-hardware-gets-faster-or-sometimes/) [Niklaus Wirth](https://sms4smile.com/quotes/author/niklaus-wirth/) ## More by B. Kevin Turner > [Citadel is a global technology leader, recognized for its work to level the playing field for investors and make markets more fair, transparent and…](https://sms4smile.com/quotes/b-kevin-turner/citadel-is-a-global-technology-leader-recognized-for-its-work-to/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [Phones remain a critical component of the Microsoft device portfolio and an important piece of our mobility strategy, but a restructuring is in order.](https://sms4smile.com/quotes/b-kevin-turner/phones-remain-a-critical-component-of-the-microsoft-device-portfolio/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [We've got a great value proposition against Chromebooks, we are not ceding the market to anyone.](https://sms4smile.com/quotes/b-kevin-turner/we-ve-got-a-great-value-proposition-against-chromebooks-we-are-not/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [The reality is the world's shifted; the world's evolved. We now measure ourself by total device space. We have a much bigger opportunity than…](https://sms4smile.com/quotes/b-kevin-turner/the-reality-is-the-world-s-shifted-the-world-s-evolved-we-now-measure/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [We have been investing in building a mobile-first selling capability by establishing the Consumer Channels Group to strengthen and align the device-selling motion and…](https://sms4smile.com/quotes/b-kevin-turner/we-have-been-investing-in-building-a-mobile-first-selling-capability/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [If you bet on Microsoft, you are not going to ask anymore, 'Hey, where is the innovation?' The challenge going forward is how do…](https://sms4smile.com/quotes/b-kevin-turner/if-you-bet-on-microsoft-you-are-not-going-to-ask-anymore-hey-where-is/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [When I talk about that Apple ecosystem, the ability to get one application to run across those five platforms is very difficult. In the…](https://sms4smile.com/quotes/b-kevin-turner/when-i-talk-about-that-apple-ecosystem-the-ability-to-get-one/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [To align with our new strategy to enhance the Windows device ecosystem, we are integrating Microsoft Mobile Device Sales (MMDS) underneath the Consumer Channels…](https://sms4smile.com/quotes/b-kevin-turner/to-align-with-our-new-strategy-to-enhance-the-windows-device/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [Going forward, we will focus on building the very best Windows phones on a quicker timeline. We will also focus on the channels and…](https://sms4smile.com/quotes/b-kevin-turner/going-forward-we-will-focus-on-building-the-very-best-windows-phones/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [We believe that Apple has it wrong: they've talked about it being the post-PC era, they talk about the tablet and PC being different;…](https://sms4smile.com/quotes/b-kevin-turner/we-believe-that-apple-has-it-wrong-they-ve-talked-about-it-being-the/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [As a team, we have a lot of work ahead of us in FY16 and beyond, but I am confident that, working together, we…](https://sms4smile.com/quotes/b-kevin-turner/as-a-team-we-have-a-lot-of-work-ahead-of-us-in-fy16-and-beyond-but-i/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [For commercial customers, we have invested in specialist mobile-first sales capabilities, and we are building out our device-selling channel.](https://sms4smile.com/quotes/b-kevin-turner/for-commercial-customers-we-have-invested-in-specialist-mobile-first/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [It's so exciting to be able to talk about Office 365. I can only describe what Office 365 is in sort of two words.…](https://sms4smile.com/quotes/b-kevin-turner/it-s-so-exciting-to-be-able-to-talk-about-office-365-i-can-only/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [We actually believe Windows 8 is the new era for the PC plus. We believe with a single push of a button you can…](https://sms4smile.com/quotes/b-kevin-turner/we-actually-believe-windows-8-is-the-new-era-for-the-pc-plus-we/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) > [I'm a competitive person by nature, and I have been in competitive companies, and I love to compete - joining a company where, certainly,…](https://sms4smile.com/quotes/b-kevin-turner/i-m-a-competitive-person-by-nature-and-i-have-been-in-competitive/) [B. Kevin Turner](https://sms4smile.com/quotes/author/b-kevin-turner/) [Explore all 16 B. Kevin Turner quotes ](https://sms4smile.com/quotes/author/b-kevin-turner/) ## More Apple quotes > [“Neither's the one you get, less you want me to see if your apple's ripe, yet. - Yoren”](https://sms4smile.com/quotes/george-r-r-martin/neither-s-the-one-you-get-less-you-want-me-to-see-if-your-apple-s/) [George R.R. Martin](https://sms4smile.com/quotes/author/george-r-r-martin/) > [“Most people believe the apple merely represented Knowledge. But we know better. It was the Fruit of the Tree of Knowledge of Good and…](https://sms4smile.com/quotes/miranda-beverly-whittemore/most-people-believe-the-apple-merely-represented-knowledge-but-we/) [Miranda Beverly-Whittemore](https://sms4smile.com/quotes/author/miranda-beverly-whittemore/) > [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [“An apple with a rotten core can only last so long,” he”](https://sms4smile.com/quotes/morgan-rice/an-apple-with-a-rotten-core-can-only-last-so-long-he/) [Morgan Rice](https://sms4smile.com/quotes/author/morgan-rice/) > [I'm not only a fan of Apple products, I have stock in the company. I think Steve Jobs has started one of the greatest…](https://sms4smile.com/quotes/kid-rock/i-m-not-only-a-fan-of-apple-products-i-have-stock-in-the-company-i/) [Kid Rock](https://sms4smile.com/quotes/author/kid-rock/) > [When Apple introduced its game-changing iPhone in 2007, Nokia was caught sleeping on the job. Although it had actually developed an iPhone-style device -…](https://sms4smile.com/quotes/noreena-hertz/when-apple-introduced-its-game-changing-iphone-in-2007-nokia-was/) [Noreena Hertz](https://sms4smile.com/quotes/author/noreena-hertz/) > [I like to make pies. That's kind of my new obsession - peach, blueberry, apple, strawberry. I make a really good pumpkin pie with…](https://sms4smile.com/quotes/morgan-saylor/i-like-to-make-pies-that-s-kind-of-my-new-obsession-peach-blueberry/) [Morgan Saylor](https://sms4smile.com/quotes/author/morgan-saylor/) > [I love to eat an apple after a meal, just to cleanse my teeth - they always look polished afterwards.](https://sms4smile.com/quotes/catherine-zeta-jones/i-love-to-eat-an-apple-after-a-meal-just-to-cleanse-my-teeth-they/) [Catherine Zeta-Jones](https://sms4smile.com/quotes/author/catherine-zeta-jones/) > [Back in my school days, when I would scuttle off with a cheese roll, an apple, a box of Sun-Maid raisins and a Penguin…](https://sms4smile.com/quotes/rachel-khoo/back-in-my-school-days-when-i-would-scuttle-off-with-a-cheese-roll-an/) [Rachel Khoo](https://sms4smile.com/quotes/author/rachel-khoo/) > [As far as Apple goes, it was a different company every few years from the time I joined in 1984.](https://sms4smile.com/quotes/alan-kay/as-far-as-apple-goes-it-was-a-different-company-every-few-years-from/) [Alan Kay](https://sms4smile.com/quotes/author/alan-kay/) > [“You are the apple of Love’s eye.”](https://sms4smile.com/quotes/david-paul-kirkpatrick/you-are-the-apple-of-love-s-eye/) [David Paul Kirkpatrick](https://sms4smile.com/quotes/author/david-paul-kirkpatrick/) > [Like a satellite in orbit, Apple is perpetually falling. It just happens to miss Earth every time.](https://sms4smile.com/quotes/horace-dediu/like-a-satellite-in-orbit-apple-is-perpetually-falling-it-just/) Horace Dediu > [Positive thinking is so firmly enshrined in our culture that knocking it is a little like attacking motherhood or apple pie.](https://sms4smile.com/quotes/srikumar-rao/positive-thinking-is-so-firmly-enshrined-in-our-culture-that-knocking/) [Srikumar Rao](https://sms4smile.com/quotes/author/srikumar-rao/) > [To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We…](https://sms4smile.com/quotes/craig-federighi/to-the-extent-that-anyone-anywhere-does-anything-interesting-the/) [Craig Federighi](https://sms4smile.com/quotes/author/craig-federighi/) > [I read the Steve Jobs book, and that kind of changed everything. I've been, like, an Apple geek my whole life and have always…](https://sms4smile.com/quotes/g-eazy/i-read-the-steve-jobs-book-and-that-kind-of-changed-everything-i-ve/) [G-Eazy](https://sms4smile.com/quotes/author/g-eazy/) Browse all 889 Apple quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Apple makes great hardware. The reality is, in the OS, we see things differently.", "creator": { "@type": "Person", "name": "B. 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