It just didn't feel right
Fortune, writing in 2000:
We entered 1999 with a feeling of having had tremendous success in 1998, what with the introduction of the iMac and all. And I was getting suggestions from people inside and outside Apple that we needed to think about starting an ISP [Internet service provider] business, just like Compaq and Gateway and Dell.
I was dragging my feet because it just didn’t feel right.
It may seem like a small thing, but the fact that the CEO of a huge corporation makes his decision because something just does or doesn’t feel right gives me tremendous amounts of joy.
It takes balls.