During his anti-Google diatribe this afternoon, Steve Jobs said the Google-versus-Apple, open-versus-closed debate is a smokescreen. It makes no sense to say Apple is closed while Google is open when the real issue is fragmentation versus integration.
Jobs said Google’s Android platform is fragmented. There are too many different versions of the operating system and too many devices, making it a headache for consumers and developers. Apple’s iOS devices, on the other hand, aren’t fragmented — they are “vertically integrated.” Apple closely integrates software and hardware, and they “just work” together.
But what does he mean exactly by “vertical integration?” And why is it so important?
I wrote about this at length in my book, Inside Steve’s Brain. In fact, I think it’s critical to understanding why Jobs and Apple are killing it in consumer electronics right now.
So here’s chapter eight of Inside Steve’s Brain — “Total Control: The Whole Widget” — in its entirety.