Steve Jobs on Mac OS X Leopard: One Version, One Price
What he talks about
Jobs mocks the idea of splitting a product into many editions by describing a fake lineup of basic, premium, business, and enterprise versions — all priced the same.
He then turns the joke into the point: Apple is shipping just one version of Mac OS X Leopard for $129, with everything included.
The clip is short, but it captures Jobs's style of product positioning: simplicity, clarity, and a single offer instead of confusing fragmentation.
Jobs speaks throughout.
In his words
“We've got a basic version, which is going to cost $129.”
“Seriously, we have just one version of Leopard.”
“It's got everything in it, and it costs $129.”
“We think most people will buy the ultimate version.”
Key points
- He satirizes the Windows-style model of multiple editions.
- Every supposed version is priced at $129, exposing the absurdity.
- Apple's approach is a single Leopard version with everything included.
- The message is simplicity: one product, one price, no confusion.
Full transcript
We've got a basic version, which is going to cost $129. We've got a premium version, which is going to cost $129. We have a business version, which is going to cost $129. We have an enterprise version, which is going to cost $129. And we have the ultimate version. We're throwing everything into it. It's $129. We think most people will buy the ultimate version. Seriously, we have just one version of Leopard.
It's got everything in it, and it costs $129. And we just couldn't be happier. So, Mac OS X Leopard.
Transcribed from the audio with OpenAI Whisper. Timestamps link to the video above. Errors are possible.