“It just works.” This was the mantra that Steve Jobs used to repeat with alarming regularity, from his NXT days to when he was CEO of Apple. Whether he was launching iMacs or the first iPods, explaining iTunes or digital downloads, the promise was that this potentially confusing, maybe even scary, new technology could be easily and seamlessly enjoyed by everyone. It just works.
And this made a lot of sense. It tackled head-on many people’s fears, conscious or otherwise, with new technology. It will be complicated; it's hard to set up; you’ll need to be an IT expert to get it to work. “It just works” aimed to remove that seed of worry and doubt before it even got the chance to be planted in your head.
