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The Over-all Point Is That New Technology Will Not Necessarily Replace Old Technology, But It Will Date It. By Definition. Eventually, It Will Replace It. But It's Like People Who Had Black-and-white Tvs When Color Came Out. They Eventually Decided Whether Or Not The New Technology Was Worth The Investment.

-Steve Jobs

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The Over-all Point Is

Steve Jobs

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The Over-all Point Is That New Technology Will Not Necessarily Replace Old Technology, But It Will Date It. By Definition. Eventually, It Will Replace It. But It's Like People Who Had Black-and-white Tvs When Color Came Out. They Eventually Decided Whether Or Not The New Technology Was Worth The Investment.

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The Hardest Thing When You Think About Focusing. You Think Focusing Is About Saying "yes." No. Focusing Is About Saying "no." And When You Say "no," You Piss Off People.

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You Know, My Main Reaction To This Money Thing Is That It's Humorous, All The Attention To It, Because It's Hardly The Most Insightful Or Valuable Thing That's Happened To Me.

One Of The Failures Of Technology Companies Is That They Build Technologies Thinking Everything Else Will Work Out.

If You Are Working On Something Exciting That You Really Care About, You Don't Have To Be Pushed. The Vision Pulls You.

You Can't Just Ask Customers What They Want And Then Try To Give That To Them. By The Time You Get It Built, They'll Want Something New.

Life Is About Creating And Living Experiences That Are Worth Sharing.

Electronics Was Something I Could Always Fall Back On When I Needed Food On The Table.

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Most People Never Pick Up The Phone And Call. Most People Never Ask, And That’s What Separates The People Who Do Things From The People Who Just Dream About Them.

It Takes A Lot Of Hard Work To Make Something Simple.

You're Already Naked. There Is No Reason Not To Follow Your Heart.

It's Not A Faith In Technology. It's Faith In People.

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.'

You‘ve Got To Start With The Customer Experience And Work Back Toward The Technology - Not The Other Way Around.

Without Passion, Any Rational Person Would Give Up!

A Computer Is The Most Incredible Tool We've Ever Seen. It Can Be A Writing Tool, A Communications Center, A Supercalculator, A Planner, A Filer And An Artistic Instrument All In One, Just By Being Given New Instructions, Or Software, To Work From. There Are No Other Tools That Have The Power And Versatility Of A Computer.

My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

What We're Doing Here Will Send A Giant Ripple Through The Universe.

I Just Had A Romance That I Really Care About, A Lot-i Mean, A Lot-go Up In Smoke. Because Of The Stress, And The Sort Of Other Woman That Macintosh Is.

I Can Help The Next Generation Remember The Lineage Of Great Companies Here And How To Continue The Tradition. The Valley Has Been Very Supportive Of Me. I Should Do My Best To Repay.

I Want To Put A Ding In The Universe.

We Have Never Worried About Numbers. In The Marketplace, Apple Is Trying To Focus The Spotlight On Products, Because Products Really Make A Difference. You Can't Con People In This Business. The Products Speak For Themselves.

The Most Important Decisions You Make Are Not The Things You Do, But The Things You Decide Not To Do.

Decisions You Make

You Can't Win On Innovation Unless You Have A Way To Communicate It To Customers.

That's Been One Of My Mantras - Focus And Simplicity. Simple Can Be Harder Than Complex: You Have To Work Hard To Get Your Thinking Clean To Make It Simple. But It's Worth It In The End Because Once You Get There, You Can Move Mountains.

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 Would Trade All Of My Technology For An Afternoon With Socrates.

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.

I Think If You Do Something And It Turns Out Pretty Good, Then You Should Go Do Something Else Wonderful, Not Dwell On It For Too Long. Just Figure Out What's Next.

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The Best Innovation Is Sometimes The Company, The Way You Organize The Company

Right Now The New Is You, But Someday Not Too Long From Now, You Will Gradually Become The Old And Be Cleared Away. Sorry To Be So Dramatic, But It Is Quite True.

Don't Be Afraid, You Can Do It.

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We're Gambling On Our Vision, And We Would Rather Do That Than Make "me Too" Products. Let Some Other Companies Do That. For Us, It's Always The Next Dream.

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How Can You Get Fired From The Company You Started?

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We Don't Settle For Anything Less Than Excellence.

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.

You Know, I've Got A Plan That Could Rescue Apple. I Can't Say Any More Than That It's The Perfect Product And The Perfect Strategy For Apple. But Nobody There Will Listen To Me.

I Try To Get People To See What I Have. . . . When You Run A Computer Company, You Have To Get People To Buy Into Your Dreams.

Creativity Is Just Connecting Things. When You Ask Creative People How They Did Something, They Feel A Little Guilty Because They Didn't Really Do It, They Just Saw Something. It Seemed Obvious To Them After A While. That's Because They Were Able To Connect Experiences They've Had And Synthesize New Things.

People Say Sometimes, "you Work In The Fastest-moving Industry In The World." I Don't Feel That Way. I Think I Work In One Of The Slowest. It Seems To Take Forever To Get Anything Done.

A Lot Of Companies Have Chosen To Downsize, And Maybe That Was The Right Thing For Them. We Chose A Different Path. Our Belief Was That If We Kept Putting Great Products In Front Of Customers, They Would Continue To Open Their Wallets.

I Don't Need A Hard Disk In My Computer If I Can Get To The Server Faster... Carrying Around These Non-connected Computers Is Byzantine By Comparison.

This Is What Customers Pay Us For - To Sweat All These Details So It's Easy And Pleasant For Them To Use Our Computers. We're Supposed To Be Really Good At This. That Doesn't Mean We Don't Listen To Customers, But It's Hard For Them To Tell You What They Want When They've Never Seen Anything Remotely Like It.

All We Are Is Our Ideas, Or People. That's What Keeps Us Going To Work In The Morning, To Hang Around These Great Bright People. I've Always Thought That Recruiting Is The Heart And Soul Of What We Do.

Somewhere Between The Janitor And The Ceo, Reasons Stop Mattering.

First Was The Mouse. The Second Was The Click Wheel. And Now, We're Going To Bring Multi-touch To The Market. And Each Of These Revolutionary Interfaces Has Made Possible A Revolutionary Product - The Mac, The Ipod And Now The Iphone.

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. That's Somewhat Understandable, Because There Are Many Moments That Are Filled With Despair And Agony, When You Have To Fire People And Cancel Things And Deal With Very Difficult Situations. That's When You Find Out Who You Are And What Your Values Are.

Difficult Situations

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

The Only Way To Be Truly Satisfied Is To Do What You Believe Is Great Work

Loving What You Do

What A Computer Is To Me Is The Most Remarkable Tool That We Have Ever Come Up With. It's The Equivalent Of A Bicycle For Our Minds.

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.

I've Always Wanted To Own And Control The Primary Technology In Everything We Do.

Quality Is More Important Than Quantity. One Home Run Is Much Better Than Two Doubles.

If Macintosh Hadn't Been Successful, Then I Should Have Just Thrown In The Towel, Because My Vision Of The Whole Industry Would Have Been Totally Wrong.

When You Grow Up, You Tend To Get Told That The World Is The Way It Is, And Your Life Is Just To Live Your Life Inside The World. Try Not To Bash Into The Walls Too Much. Try To Have A Nice Family Life. Have Fun, Save A Little Money. That's A Very Limited Life. Life Can Be Much Broader, Once You Discover One Simple Fact, And That Is Everything Around That You Call Life Was Made Up By People Who Were No Smarter Than You. And You Can Change It. You Can Influence It. You Can Build Your Own Things That Other People Can Use. Once You Learn That, You'll Never Be The Same Again.

We Do Not Say Anything About Future Products. We Work On Them In Secret, Then We Announce Them.

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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