Jobs's intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him--the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store--he was relentless. But if he did not want to deal with something--a legal annoyance, a business issue, his cancer diagnosis, a family tug--he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options.