I think you're mistaking "customer desires" and "customer experience". What Jobs is referring to is, what does the customer need, not what they want.

This requires far more than polling users and focus studies. It requires a deep conceptual understanding of what drives your target market (often not your current customers!) and how to get there.

Understanding the Kano model allows you to focus on the "right" features: https://secure.wikimedia.org/wikipedia/en/wiki/Kano_model