After weeks of meeting with product people he had heard enough. According to Walter Isaacson in the book Steve Jobs, Steve shouted “Stop!” in the middle of a product meeting and said, “This is crazy.”

Taking a marker he drew a chart that was to form the basis of Apple’s product range for years to come. The simple insight was to help people choose a computer using only two questions — are you an everyday consumer or pro? Do you want portable or desktop?