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Steve Jobs could be regarded as the greatest marketing people in the world. What is taught in marketing books and he taught quite differently. The book teaches marketing as much as possible to make many products that can exploit the existing market. Steve Jobs did the opposite. This happened when he returned to Apple around 1997, he cut the line of Apple products. The reason is quite simple. Too many products to make consumers confused, and to make Apple’s speech proved successful until now. Apple’s competitors have a lot of product lines in the portfolio, on the one hand because it can reach all markets, but for most consumers, it only made confusion. Steve Jobs worldview with marketers in general about the consumer is very contradictory. If marketers generally deliver what consumers want. Steve Jobs even add to consumer demand with more important things (such as product innovation is not thought by the consumers themselves). For example, consumers want a gadget or tablet that powerful, most companies will think to bring computers to the small dimensions. In fact, the computer will be very difficult to operate in small dimensions. Steve Jobs also change the world of smartphones and tablets with IOS. It turned out that consumers want something powerful, but also easy to use, pleasing to the eye, and intuitive. Steve Jobs keynote is also the keynote speaker. He was very flexible and calm when the presentation. Slideshow that he brought a very simple but informative and attract attention. Style voice, speaking rate, and body language when he was presenting a very power full. So that a reference to the other keynote speakers. From the above case, the thought Steve Jobs has made Apple the biggest competitive advantage.