From his father Jobs had learned that a hallmark of passionate craftsmanship is making sure that even the aspects that will remain hidden are done beautifully. One of the most extreme-and telling-implementations of that philosophy came when he scrutinized the printed circuit board that would hold the chips and other components deep inside the Macintosh. No consumer would ever see it, but Jobs began critiquing it on aesthetic grounds. That part's really pretty, he said. But look at the memory chips. That's ugly. The lines are too close together.
Steve Jobs learned from his father that true craftsmanship involves paying attention to every detail, even those that are not visible to the consumer. This philosophy profoundly influenced his approach to design, leading him to insist on high standards throughout the product development process. He believed that beauty should extend beyond the surface, impacting even the hidden components of a product.
An example of this commitment was evident during the development of the Macintosh, where Jobs examined the printed circuit board. Despite knowing that no customer would ever see it, he still critiqued it based on its aesthetic appeal, expressing dissatisfaction with the arrangement of the memory chips for being unattractive. This highlights his dedication to beauty in all elements of design.
