After a few weeks Jobs finally had enough.
"Stop!" he shouted at one big product strategy session. "This is crazy."
He grabbed a magic marker, padded to a whiteboard, and drew a horizontal and vertical line to make a four-squared chart.
"Here's what we need," he continued. Atop the two columns he wrote "Consumer" and "Pro";
he labeled the two rows "Desktop" and "Portable."
Their job, he said, was to make four great products, one for each quadrant.
"The room was in dumb silence," Schiller recalled.
There was also a stunned silence when Jobs presented the plan to the September meeting of the Apple board.
"Gil had been urging us to approve more and more products every meeting," Woolard recalled.
"He kept saying we need more products. Steve came in and said we needed fewer.
He drew a matrix with four quadrants and said that this was where we should focus."
At first the board pushed back. It was a risk, Jobs was told.
"I can make it work," he replied. The board never voted on the new strategy.
Jobs was in charge, and he forged ahead.