You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.
Where: Inc. Magazine, April 1, 1989
The fickleness of us consumers kept Apple a step ahead. Where other companies chose to supply the same product with incremental improvements from the previous release, Apple paved new roads of innovation by predicting what consumers would desire by the time the product was ready for release.