November 9, 1998
November 9, 1998

Steve Jobs: And Now for My Next Trick
By Brent Schlender
Fortune: Can we expect Apple to move into related consumer electronics business?
Steve Jobs: "If Mercedes made a bicycle or a hamburger or a computer, I don't think there'd be much advantage in having its logo on it. I don't think Apple would get much equity putting its name on an automobile, either. And just because the whole world is going digital -- TV, audio, and all that -- doesn't mean there's anything wrong with just being a computer business. The computer business is huge."

Last updated October 18 2011: 5:31 PM ET
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