Fortune's Steve Jobs Covers

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."

NEXT: January 24, 2000