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Apple co-founder Steve Jobs made fun of large phones. He warned people against the use of a stylus for the iPad. He hammered home the idea of offering one really good product instead of a suite of different offerings. He wanted everything to be elegant.

Yet today, four years after his death, Apple makes products that break all of those rules. In its annual San Francisco event on Wednesday, the company unveiled its latest product that is almost a direct affront to Jobs, who in 2010 when launching the iPad said, "if you see a stylus, they blew it."

On Wednesday, Apple, at least in Jobs' eyes, blew it. They launched the Apple Pencil, a stylus meant to work specifically with the new iPad Pro, which was developed with IBM and Cisco for enterprise users. (That's the kind of sentence that would have once sounded more at home in an article about Microsoft than about Apple).

The company has broken plenty of other rules. Jobs was once insistent on phone screens not being larger than 3.5 inches. Apple now makes two phones with screen sizes of 4.7 inches and 5.5 inches each. It offers mini, regular and Pro versions of the iPad. And a few products that aren't the most elegant.

In many ways, this is not Jobs' Apple.

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But there's one approach of Apple's that is still very Jobs-y: A disregard for the Indian market. The visionary co-founder of the computer company was familiar with India, he had visited as a teenaged hippie seeking enlightenment with his friend Daniel Kottke. His visit, in the 1970s, left him feeling India was "intense and disturbing."

Years later, as the country began emerging as a source of tech talent and backroom operations, as well as growing as a burgeoning market for tech products, Apple was never quite convinced. While Microsoft's Bill Gates made his connection to India, whether through talent acquisition, sales or even through charity, more than apparent, Jobs was always ambivalent.

The company briefly ran a call-centre in Bangalore before changing its mind because of complaints from users. At one point Apple also considered hiring 3000 workers for a Mac support centre, but Jobs ended up being unhappy with the quality and the costs.

And it shows in the product approach too. All of the new products Apple announced on Wednesday – new iPhones, a new iPad, the Pencil – are unlikely to make it to India anytime before December, a clear sign that the company isn't bothered about getting in before Diwali, the best time for electronic sales in the country.

In some ways, this is still Jobs' company.