Quartz:

Steve said, “But I’m talking about the greatest tool ever.” He went on about how people were going to shop on his computers, and keep their own libraries, and even send messages to each other.

“What a great appliance,” I said. He was just so serious. “Yes, but don’t call it that,” he said. “Bad marketing.”

This is a well-known story but this article still has some very interesting details.