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So Let's Not Use A Stylus. We're Going To Use The Best Pointing Device In The World. We're Going To Use A Pointing Device That We're All Born With - Born With Ten Of Them. We're Going To Use Our Fingers. We're Going To Touch This With Our Fingers. And We Have Invented A New Technology Called Multi-touch, Which Is Phenomenal. It Works Like Magic.

-Steve Jobs

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So Let's Not Use

Steve Jobs

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So Let's Not Use A Stylus. We're Going To Use The Best Pointing Device In The World. We're Going To Use A Pointing Device That We're All Born With - Born With Ten Of Them. We're Going To Use Our Fingers. We're Going To Touch This With Our Fingers. And We Have Invented A New Technology Called Multi-touch, Which Is Phenomenal. It Works Like Magic.

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The Most Compelling Reason For Most People To Buy A Computer For The Home Will Be To Link It To A Nationwide Communications Network. We're Just In The Beginning Stages Of What Will Be A Truly Remarkable Breakthrough For Most People - As Remarkable As The Telephone.

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You Have To Be Burning With "an Idea, Or A Problem, Or A Wrong That You Want To Right." If You're Not Passionate Enough From The Start, You'll Never Stick It Out.

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For You To Sleep Well At Night, The Aesthetic, The Quality, Has To Be Carried All The Way Through.

If You Haven't Found It Yet, Keep Looking. Don't Settle. As With All Matters Of The Heart, You'll Know When You Find It. And, Like Any Great Relationship, It Just Gets Better And Better As The Years Roll On.

It's Like When Ibm Drove A Lot Of Innovation Out Of The Computer Industry Before The Microprocessor Came Along. Eventually, Microsoft Will Crumble Because Of Complacency, And Maybe Some New Things Will Grow. But Until That Happens, Until There's Some Fundamental Technology Shift, It's Just Over.

When You're Young, You Look At Television And Think, There's A Conspiracy. The Networks Have Conspired To Dumb Us Down. But When You Get A Little Older, You Realize That's Not True. The Networks Are In Business To Give People Exactly What They Want.

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The Minute I Dropped Out I Could Stop Taking The Required Classes That Didn't Interest Me, And Begin Dropping In On The Ones That Looked Interesting.

I Found That There Were These Incredibly Great People At Doing Certain Things, And You Couldn't Replace One Of These People With Fifty Average People.

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We're Not A Media Company. We Don't Own Media. We Don't Own Music. We Don't Own Films Or Television. We're Not A Media Company. We're Just Apple.

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Marketing Is About Values. It's A Complicated And Noisy World, And We're Not Going To Get A Chance To Get People To Remember Much About Us. No Company Is. So We Have To Be Really Clear About What We Want Them To Know About Us.

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At Apple, People Are Putting In 18-hour Days. We Attract A Different Type Of Person—a Person Who Doesn’t Want To Wait Five Or Ten Years To Have Someone Take A Giant Risk On Him Or Her. Someone Who Really Wants To Get In A Little Over His Head And Make A Little Dent In The Universe. We Are Aware That We Are Doing Something Significant. We’re Here At The Beginning Of It And We’re Able To Shape How It Goes. Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.

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The Lunatics Have Taken Over The Asylum And We Can Do Anything We Want.

Whatever You Do, You Must Never Let The Voice In Your Head Control The Brain In Your Heart.

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If You Tell People They Can't Burn Cds Of Their Music, As Almost Every Current Legal Music Service Has Done, Or They Can Only Burn One Cd With A Track Or Pay Per Track Per Burn Extra, Nobody Is Going To Go For It.

I Think The Artistry Is In Having An Insight Into What One Sees Around Them. Generally Putting Things Together In A Way No One Else Has Before And Finding A Way To Express That To Other People Who Don't Have That Insight.

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You Need To Have A Collaborative Hiring Process.

I'm As Proud Of Many Of The Things We Haven't Done As The Things We Have Done. Innovation Is Saying No To A Thousand Things.

Apple Stores Are Intended Not Just To Move Boxes, But To Enrich Lives.

If You're Afraid Of Failing You Won't Get Very Far

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Intuition Is A Very Powerful Thing, More Powerful Than Intellect.

Abstract Thinking

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Death Is Very Likely The Single Best Invention Of Life. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

The Problem With The Internet Startup Craze Isn’t That Too Many People Are Starting Companies; It’s That Too Many People Aren’t Sticking With It.

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Don’t Let The Noise Of Others’ Opinions Drown Out Your Own Inner Voice.

Some Mistakes Will Be Made Along The Way. That's Good. Because Some Decisions Are Being Made Along The Way. We'll Find The Mistakes. We'll Fix Them.

In Order To Learn How To Do Something Well, You Have To Fail Sometimes. In Order To Fail, There Has To Be A Measurement System. And That's The Problem With Most Philanthropy - There's No Measurement System. You Give Somebody Some Money To Do Something And Most Of The Time You Can Really Never Measure Whether You Failed Or Succeeded In Your Judgment Of That Person Or His Ideas Or Their Implementation.

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I Naively Chose A College That Was Almost As Expensive As Stanford, And All Of My Working-class Parents Savings Were Being Spent On My College Tuition. After Six Months I Couldn't See The Value In It. I Had No Idea What I Wanted To Do With My Life And No Idea How College Was Going To Help Me Figure It Out.

Woz Is Living His Own Life Now. He Hasn't Been Around Apple For About Five Years. But What He Did Will Go Down In History.

It's Hard To Tell With These Internet Startups If They're Really Interested In Building Companies Or If They're Just Interested In The Money. I Can Tell You, Though: If They Don't Really Want To Build A Company, They Won't Luck Into It. That's Because It's So Hard That If You Don't Have A Passion, You'll Give Up.

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My Mother Taught Me To Read Before I Went To School, So I Was Pretty Bored In School, And I Turned Into A Little Terror. You Should Have Seen Us In Third Grade. We Basically Destroyed Our Teacher. We Would Let Snakes Loose In The Classroom And Explode Bombs.

Let's Make A Dent In The Universe

Without Death There Would Be Very Little Progress.

Creativity Is Just Connecting Things.

I Don't Really Care About Being Right, I Just Care About Success. I Don't Mind Being Wrong, And I'll Admit That I'm Wrong A Lot. It Doesn't Really Matter To Me Too Much. What Matters To Me Is That We Do The Right Thing.

It's More Fun To Be A Pirate Than To Join The Navy. On The Importance Of Loving What You Do.

Loving What You Do

That's What Makes Great Products. It's Not Process-it's Content.

You Have To Trust In Something--your Gut, Destiny, Life, Karma, Whatever.

Good Pr Educates People; That's All It Is. You Can't Con People In This Business. The Products Speak For Themselves.

Focusing Is All About Saying No

I Think Pcs Are Going To Be Like Trucks. Less People Will Need Them. And This Is Going To Make Some People Uneasy.

Design Isn't Just How It Looks. It's How It Works.

The Only Way To Do Great Work Is To Love What You Do. If You Haven't Found It Yet, Keep Looking. Don't Settle.

When You're Doing Something For Yourself, Or Your Best Friend Or Family, You're Not Going To Cheese Out. If You Don't Love Something, You're Not Going To Go The Extra Mile, Work The Extra Weekend, Challenge The Status Quo As Much.

I'm Convinced That About Half Of What Separates Successful Entrepreneurs From The Non-successful Ones Is Pure Perseverance.

The Problem Is I'm Older Now, I'm 40 Years Old, And This Stuff Doesn't Change The World. It Really Doesn't.

I Had Been Rejected, But I Was Still In Love.

Your Work Is Going To Fill A Large Part Of Your Life, And The Only Way To Be Truly Satisfied Is To Do What You Believe Is Great Work. And The Only Way To Do Great Work Is To Love What You Do. If You Haven't Found It Yet, Keep Looking. Don't Settle. As With All Matters Of The Heart, You'll Know When You Find It.

I Was Worth About Over A Million Dollars When I Was 23 And Over Ten Million Dollars When I Was 24, And Over A Hundred Million Dollars When I Was 25 And... It Wasn't That Important — Because I Never Did It For The Money.

Recruiting Is Hard. It's Just Finding The Needles In The Haystack. You Can't Know Enough In A One-hour Interview. So, In The End, It's Ultimately Based On Your Gut. How Do I Feel About This Person? What Are They Like When They're Challenged? I Ask Everybody That: 'why Are You Here?' The Answers Themselves Are Not What You're Looking For. It's The Meta-data.

I Know You Have 1000 Great Ideas For Things That Itunes Could Do. And We Have 1000 More. But Innovation Is Not About Saying "yes" To Everything. It's About Saying "no" To All But The Most Crucial Features.

The Reason We Wouldn't Make A Seven-inch Tablet Isn't Because We Don't Want To Hit A Price Point, It's Because We Don't Think You Can Make A Great Tablet With A Seven-inch Screen.

You've Got To Start With The Customer Experience And Work Backwards To The Technology. You Can't Start With The Technology And Try To Figure Out Where You're Going To Sell It.

Focus Is About Saying, No. And The Result Of That Focus Is Going To Be Some Really Great Products Where The Total Is Much Greater Than The Sum Of The Parts.

You Can Tell A Lot About A Person By Who His Or Her Heroes Are.

Forget Everything

I Think The Macintosh Was Created By A Group Of People Who Felt That Ah There Wasn't A Strict Vision Between Sort Of Science And Art.

To Follow The Path That Others Have Laid Before You Is A Reasonable Course Of Action; Therefore All Progress Is Made By Unreasonable Men.

The People Who Are Doing The Work Are The Moving Force Behind The Macintosh. My Job Is To Create A Space For Them, To Clear Out The Rest Of The Organization And Keep It At Bay.

But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem.

The System Is That There Is No System. That Doesn't Mean We Don't Have Process. Apple Is A Very Disciplined Company, And We Have Great Processes. But That's Not What It's About. Process Makes You More Efficient.

I Think The Biggest Innovations Of The 21st Century Will Be At The Intersection Of Biology And Technology. A New Era Is Beginning.

The Subscription Model Of Buying Music Is Bankrupt. I Think You Could Make Available The Second Coming In A Subscription Model And It Might Not Be Successful.

So When These People Sell Out, Even Though They Get Fabulously Rich, They're Gypping Themselves Out Of One Of The Potentially Most Rewarding Experiences Of Their Unfolding Lives. Without It, They May Never Know Their Values Or How To Keep Their Newfound Wealth In Perspective.

Innovation Is The Only Way To Win.

When You’re In A Startup, The First Ten People Will Determine Whether The Company Succeeds Or Not.

I Think We're Having Fun. I Think Our Customers Really Like Our Products. And We're Always Trying To Do Better.

Team, It Turned Out That Michael Dell Wasn't Perfect At Predicting The Future. Based On Today's Stock Market Close, Apple Is Worth More Than Dell. Stocks Go Up And Down And Things May Be Different Tomorrow But I Thought It Was Worth A Moment Of Reflection Today.

So We Went To Atari And Said, 'hey, We've Got This Amazing Thing, Even Built With Some Of Your Parts, And What Do You Think About Funding Us? Or We'll Give It To You. We Just Want To Do It. Pay Our Salary, We'll Come Work For You.' And They Said, 'no.' So Then We Went To Hewlett-packard, And They Said, 'hey, We Don't Need You. You Haven't Got Through College Yet.'

The Most Corrosive Piece Of Technology That I've Ever Seen Is Called Television - But Then, Again, Television, At Its Best, Is Magnificent.

It's Really Hard To Design Products By Focus Groups. A Lot Of Times, People Don't Know What They Want Until You Show It To Them.

It Comes From Saying No To 1,000 Things To Make Sure We Don't Get On The Wrong Track Or Try To Do Too Much.

Fear Of Failure Falls Away In The Face Of Death.

Fear Of Failure

The Desktop Metaphor Was Invented Because One, You Were A Stand-alone Device, And Two, You Had To Manage Your Own Storage. That's A Very Big Thing In A Desktop World. And That May Go Away. You May Not Have To Manage Your Own Storage. You May Not Store Much Before Too Long.

I'm Convinced That About Half Of What Separates The Successful Entrepreneurs From The Non-successful Ones Is Pure Perseverance... Unless You Have A Lot Of Passion About This, You're Not Going To Survive. You're Going To Give It Up. So You've Got To Have An Idea, Or A Problem Or A Wrong That You Want To Right That You're Passionate About Otherwise You're Not Going To Have The Perseverance To Stick It Through.

If You Define The Problem Correctly, You Almost Have The Solution.

That's My Job - To Make Sure Everything Is Great.

Have The Courage To Follow Your Heart And Intuition. They Somehow Already Know What You Truly Want To Become. Everything Else Is Secondary.

It Wasn't All Romantic. I Didn't Have A Dorm Room, So I Slept On The Floor In Friends' Rooms, I Returned Coke Bottles For The 5¢ Deposits To Buy Food With, And I Would Walk The 7 Miles Across Town Every Sunday Night To Get One Good Meal A Week At The Hare Krishna Temple. I Loved It.

Deciding What Not To Do Is As Important As Deciding What To Do.

I Was Actually A Fruitarian At That Point In Time. I Ate Only Fruit. Now I'm A Garbage Can Like Everyone Else. And We Were About Three Months Late In Filing A Fictitious Business Name So I Threatened To Call The Company Apple Computer Unless Someone Suggested A More Interesting Name By Five O'clock That Day. Hoping To Stimulate Creativity. And It Stuck. And That's Why We're Called Apple.

Ad Campaigns Are Necessary For Competition. But Good Pr Educates People; That's All It Is.

I'd Say We [apple Inc.] Are The Most Creative Of The Technology Companies And Definitely The Most Artist-friendly. Almost Everyone In The Music Business Uses A Mac And Everyone Has An Ipod.

What Had Been The Focus Of My Entire Adult Life Was Gone, And It Was Devastating. I Didn't Really Know What To Do For A Few Months. I Felt That I Had Let The Previous Generation Of Entrepreneurs Down. I Was A Very Public Failure.

Recruiting Is Hard. It's Just Finding The Needles In The Haystack. You Can't Know Enough In A One-hour Interview.

The Greatest Artists Like Dylan, Picasso And Newton Risked Failure. And If We Want To Be Great, We've Got To Risk It, Too.

We Have Always Been Shameless About Stealing Great Ideas.

Great Engineers Are A Huge Multiplier.

The People Who Are Crazy Enough To Think They Can Change The World Are The Ones Who Do.

I Have Enough To Last For The Rest Of My Life.

It's Very Simple: The More Successful You Are, The More You'll Earn. But If You're Not Successful, You Will Not Earn A Dime.

It Gave A Tremendous Level Of Self-confidence, That Through Exploration And Learning One Could Understand Seemingly Very Complex Things In One's Environment.

Self Confidence

Death Is Very Likely The Single Best Invention Of Life.

As Regis Mckenna Once Said, The Best Marketing Is Education

I Think Pixar Has The Opportunity To Be The Next Disney - Not Replace Disney - But Be The Next Disney.

I've Got To Tell You, The Internet Is A Place You Go When You Want To Turn Your Brain On, And Television Is A Place You Go When You Want To Turn Your Brain Off. I'm Not At All Convinced That The Twain Will Meet.

I Sat In A Garage And Invented The Future.

Packaging Can Be Theater, It Can Create A Story

[my Teacher] Basically Bribed Me Back Into Learning With Candy And Money And What Was Really Remarkable Was Before Very Long I Had Such A Respect For Her That It Sort Of Re-ignited My Desire To Learn.

Be A Yardstick Of Quality. Some People Aren't Used To An Environment Where Excellence Is Expected.

People Don't Know What They Want Until You Show It To Them. That's Why I Never Rely On Marketing Research. Our Task Is To Read Things That Are Not Yet On The Page.

And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It.

It Wasn't That Microsoft Was So Brilliant Or Clever In Copying The Mac, It's That The Mac Was A Sitting Duck For 10 Years. That's Apple's Problem: Their Differentiation Evaporated.

I'm Very Excited About Having The Internet In My Den.

School Was Pretty Hard For Me At The Beginning.

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life. Lsd Shows You That There’s Another Side To The Coin, And You Can’t Remember It When It Wears Off, But You Know It. It Reinforced My Sense Of What Was Important—creating Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.

The World Doesn't Need Another Dell Or Compaq.

When You First Start Off Trying To Solve A Problem, The First Solutions You Come Up With Are Very Complex, And Most People Stop There. But If You Keep Going, And Live With The Problem And Peel More Layers Of The Onion Off, You Can Often Times Arrive At Some Very Elegant And Simple Solutions.

Once Ibm Gains Control Of A Market Sector, They Almost Always Stop Innovation. They Prevent Innovation From Happening.

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Norodom Sihanouk

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