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We Don't Believe It's Possible To Protect Digital Content. What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet-- And No One's Gonna Shut Down The Internet. And It Only Takes One Stolen Copy To Be On The Internet. And The Way We Expressed It To Them Is: Pick One Lock--open Every Door. It Only Takes One Person To Pick A Lock. Worst Case: Somebody Just Takes The Analog Outputs Of Their Cd Player And Rerecords It-- Puts It On The Internet. You'll Never Stop That. So What You Have To Do Is Compete With It.

-Steve Jobs

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We Don't Believe It's

Steve Jobs

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We Don't Believe It's Possible To Protect Digital Content. What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet-- And No One's Gonna Shut Down The Internet. And It Only Takes One Stolen Copy To Be On The Internet. And The Way We Expressed It To Them Is: Pick One Lock--open Every Door. It Only Takes One Person To Pick A Lock. Worst Case: Somebody Just Takes The Analog Outputs Of Their Cd Player And Rerecords It-- Puts It On The Internet. You'll Never Stop That. So What You Have To Do Is Compete With It.

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The Best Way To Create Value In The 21st Century Is To Connect Creativity With Technology

Let's Go Invent Tomorrow Instead Of Worrying About What Happened Yesterday.

Find People Who Are Competent And Really Bright, But More Importantly, People Who Care Exactly About The Same Things You Care About.

It [what You Choose To Do] Has Got To Be Something That You're Passionate About Because Otherwise You Won't Have The Perseverance To See It Through.

I'm One Of Those People That Think Thomas Edison And The Light Bulb Changed The World More Than Karl Marx Ever Did.

You're Missing It. This Is Not A One-man Show. What's Reinvigorating This Company Is Two Things: One, There's A Lot Of Really Talented People In This Company Who Listened To The World Tell Them They Were Losers For A Couple Of Years, And Some Of Them Were On The Verge Of Starting To Believe It Themselves. But They're Not Losers. What They Didn't Have Was A Good Set Of Coaches, A Good Plan. A Good Senior Management Team. But They Have That Now.

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.

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.

Compelling Reason

I Always Thought Of Myself As A Humanities Person As A Kid, But I Liked Electronics. Then I Read Something That One Of My Heroes, Edwin Land Of Polaroid, Said About The Importance Of People Who Could Stand At The Intersection Of Humanities And Sciences, And I Decided That's What I Wanted To Do.

The Juice Goes Out Of Christianity When It Becomes Too Based On Faith Rather Than On Living Like Jesus Or Seeing The World As Jesus Saw It.

Everybody In This Country Should Learn How To Program A Computer, Because It Teaches You How To Think.

We Wanted To More Richly Experience Why We Were Alive, Not Just Make A Better Life, And So People Went In Search Of Things. The Great Thing That Came From Those That Time Was To Realize That There Was Definitely More To Life Than The Materialism Of The Late Sixties And Early Sixties. We Were Going In Search Of Something Deeper.

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

We're Not Going To Be The First To This Party, But We're Going To Be The Best.

Pursue Your Dreams And See The Opportunities In Life's Setbacks.

It's Rare That You See An Artist In His 30s Or 40s Able To Really Contribute Something Amazing.

I Have Always Said If There Ever Came A Day When I Could No Longer Meet My Duties And Expectations As Apple's Ceo, I Would Be The First To Let You Know. Unfortunately, That Day Has Come.

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.

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.

Great Engineers Are A Huge Multiplier.

You Cannot Mandate Productivity, You Must Provide The Tools To Let People Become Their Best.

Pixar Is Seen By A Lot Of Folks As An Overnight Success, But If You Really Look Closely, Most Overnight Successes Took A Long Time.

How Can You Get Fired From The Company You Started?

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

I Don't View Wealth As Something That Validates My Intelligence.

We Think That Computers Are The Most Remarkable Tools That Humankind Has Ever Come Up With, And We Think That People Are Basically Tool Users. So If We Can Just Get Lots Of Computers To Lots Of People, It Will Make Some Qualitative Difference To The World.

Everything Is Based On A Simple Rule: Quality Is The Best Business Plan, Period.

Because Believing That The Dots Will Connect Down The Road Will Give You The Confidence To Follow Your Heart Even When It Leads You Off The Well Worn Path.

It's Not The Tools That You Have Faith In - Tools Are Just Tools. They Work, Or They Don't Work. It's People You Have Faith In Or Not. Yeah, Sure, I'm Still Optimistic I Mean, I Get Pessimistic Sometimes But Not For Long.

We're Going To Be Able To Ask Our Computers To Monitor Things For Us, And When Certain Conditions Happen, Are Triggered, The Computers Will Take Certain Actions And Inform Us After The Fact.

The Engineering Is Long Gone In Most Pc Companies. In The Consumer Electronics Companies, They Don't Understand The Software Parts Of It. And So You Really Can't Make The Products That You Can Make At Apple Anywhere Else Right Now. Apple's The Only Company That Has Everything Under One Roof.

Here's To The Crazy Ones, The Misfits, The Rebels, The Troublemakers, The Round Pegs In The Square Holes... The Ones Who See Things Differently - They're Not Fond Of Rules... You Can Quote Them, Disagree With Them, Glorify Or Vilify Them, But The Only Thing You Can't Do Is Ignore Them Because They Change Things... They Push The Human Race Forward, And While Some May See Them As The Crazy Ones, We See Genius, Because The Ones Who Are Crazy Enough To Think That They Can Change The World, Are The Ones Who Do.

Everything Around You That You Call Life Was Made Up By People That 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.

Listen To Me. We're Here To Make A Dent In The Universe. Otherwise Why Even Be Here?

Reed College At That Time Offered Perhaps The Best Calligraphy Instruction In The Country.... I Decided To Take A Calligraphy Class To Learn How To Do This.... It Was Beautiful, Historical, Artistically Subtle In A Way That Science Can't Capture, And I Found It Fascinating. None Of This Had Even A Hope Of Any Practical Application In My Life. But Ten Years Later, When We Were Designing The First Macintosh Computer, It All Came Back To Me.

When You're In A Start-up, The First Ten People Will Determine Whether The Company Succeeds Or Not. Each Is 10 Percent Of The Company. So Why Wouldn't You Take As Much Time As Necessary To Find All The A Players? If Three Were Not So Great, Why Would You Want A Company Where 30 Percent Of Your People Are Not So Great? A Small Company Depends On Great People Much More Than A Big Company Does.

I Was At Reed [college] For Only A Few Months. My Parents Intended For Me To Stay There For All Four Years But I Decided That College Wasn't Right For Me. I Had No Idea What I Wanted To Do I Didn't See How College Was Going To Help Me.

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.

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

A Brand Is Simply Trust.

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

We Did Not Enter The Search Business. Google Entered The Phone Business. Make No Mistake They Want To Kill The Iphone. We Won't Let Them.

Love What You Do...don't Settle

A Lot Of Time, People Don't Do Great Things Becoz' Great Things Really Aren't Expected Of Them.

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.

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.

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.

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It Was One Of Those Sort Of Apocalyptic Moments. I Remember Within Ten Minutes Of Seeing The Graphical User Interface Stuff, Just Knowing That Every Computer Would Work This Way Someday. It Was So Obvious Once You Saw It. It Didn't Require Tremendous Intellect. It Was So Clear.

I Don't Think I've Ever Worked So Hard On Something, But Working On Macintosh Was The Neatest Experience Of My Life. Almost Everyone Who Worked On It Will Say That. None Of Us Wanted To Release It At The End. It Was As Though We Knew That Once It Was Out Of Our Hands, It Wouldn't Be Ours Anymore.

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.

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

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Pointing Is A Metaphor We All Know. We've Done A Lot Of Studies And Tests On That, And It's Much Faster To Do All Kinds Of Functions, Such As Cutting And Pasting, With A Mouse, So It's Not Only Easier To Use But More Efficient.

I Hate It When People Call Themselves 'entrepreneurs' When What They're Really Trying To Do Is Launch A Startup And Then Sell Of Go Public, So They Can Cash In And Move On. They're Unwilling To Do The Work It Takes To Build A Real Company, Which Is The Hardest Work In Business.

It's Rare That You See An Artist In His 30s Or 40s Able To Really Contribute Something Amazing. Of Course, There Are Some People Who Are Innately Curious, Forever Little Kids In Their Awe Of Life, But They're Rare.

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.

The Most Precious Resource We Have Is Time.

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Black And White

Our Job Is To Read Things That Are Not Yet On The Page.

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Many Companies Forget What It Means To Make Great Products. After Initial Success, Sales And Marketing People Take Over And The Product People Eventually Make Their Way Out.

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.

Death Is The Destination We All Share, No One Has Ever Escaped It. And That Is As It Should Be Because Death Is Very Likely The Single Best Invention Of Life.

Stanford University

It Comes Down To Trying To Expose Yourself To The Best Things Humans Have Done. And Then Try To Bring Those Things In To What You're Doing.

Do Your Best At Every Job. Don't Sleep! Success Generates More Success So Be Hungry For It. Hire Good People With A Passion For Excellence.

I Began To Realize That An Intuitive Understanding And Consciousness Was More Significant Than Abstract Thinking And Intellectual Logical Analysis. Intuition Is A Very Powerful Thing, More Powerful Than Intellect, In My Opinion. That's Had A Big Impact On My Work.

It Took Us Three Years To Build The Next Computer. If We'd Given Customers What They Said They Wanted, We'd Have Built A Computer They'd Have Been Happy With A Year After We Spoke To Them - Not Something They'd Want Now.

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's Not The Consumers' Job To Figure Out What They Want

Each Dream You Leave Behind Is A Part Of Your Future That Will No Longer Exist.

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.

You've Got To Find What You Love.

Stanford University

Let's Make A Dent In The Universe

I Didn't See It Then, But It Turned Out That Getting Fired From Apple Was The Best Thing That Could Have Ever Happened To Me. The Heaviness Of Being Successful Was Replaced By The Lightness Of Being A Beginner Again, Less Sure About Everything. It Freed Me To Enter One Of The Most Creative Periods Of My Life.

Do You Create Anything, Or Just Criticize Others Work And Belittle Their Motivations?

If I Were Running Apple, I Would Milk The Macintosh For All It's Worth - And Get Busy On The Next Great Thing. The Pc Wars Are Over. Done. Microsoft Won A Long Time Ago.

All The Work I've Done In My Life Will Be Obsolete By The Time I'm Fifty.

We've Gone Through The Operating System And Looked At Everything And Asked How Can We Simplify This And Make It More Powerful At The Same Time.

Operating Systems

I Told [bill Gates] I Believed Every Word Of What I Said But That I Should Never Have Said It In Public. I Wish Him The Best, I Really Do. I Just Think He And Microsoft Are A Bit Narrow. He'd Be A Broader Guy If He Had Dropped Acid Once Or Gone Off To An Ashram When He Was Younger.

Combine Science And Humanities.

It Isn't The Consumers' Job To Know What They Want.

Our Friends Up North Spend Over Five Billion Dollars On Research And Development And All They Seem To Do Is Copy Google And Apple.

Research And Development

I Don't Mind If People Don't Like Me. Well, I Might A Little ... But I Really Mind It When Somebody Uses Their Position At Time Magazine To Tell 10 Million People They Don't Like Me. I Know What It's Like To Have Your Private Life Painted In The Worst Possible Light In Front Of A Lot Of People.

What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet - And No One's Gonna Shut Down The Internet.

If You Don't Have A Passion, You'll Give Up.

Death Is Very Likely The Single Best Invention Of Life.

I Know From My Own Education That If I Hadn't Encountered Two Or Three Individuals That Spent Extra Time With Me, I'm Sure I Would Have Been In Jail.

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.

Lsd...reinforc Ed My Sense Of What Was Important-creat Ing Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.

Pretty Much, Apple And Dell Are The Only Ones In This Industry Making Money. They Make It By Being Wal-mart. We Make It By Innovation.

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.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

Digital Hub (center Of Our Universe) Is Moving From Pc To Cloud - Pc Now Just Another Client Alongside Iphone, Ipad, Ipod Touch, ... - Apple Is In Danger Of Hanging On To Old Paradigm Too Long (innovator's Dilemma) - Google And Microsoft Are Further Along On The Technology, But Haven't Quite Figured It Out Yet - Tie All Of Our Products Together, So We Further Lock Customers Into Our Ecosystem

We Don't Believe It's Possible To Protect Digital Content. What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet-- And No One's Gonna Shut Down The Internet. And It Only Takes One Stolen Copy To Be On The Internet. And The Way We Expressed It To Them Is: Pick One Lock--open Every Door. It Only Takes One Person To Pick A Lock. Worst Case: Somebody Just Takes The Analog Outputs Of Their Cd Player And Rerecords It-- Puts It On The Internet. You'll Never Stop That. So What You Have To Do Is Compete With It.

Details Matter, It's Worth Waiting To Get It Right.

Japan's Very Interesting. Some People Think It Copies Things. I Don't Think That Anymore. I Think What They Do Is Reinvent Things. They Will Get Something That's Already Been Invented And Study It Until They Thoroughly Understand It. In Some Cases, They Understand It Better Than The Original Inventor.

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

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

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.

No One Is Going To Buy A Big Phone.

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.

I Know That Living With Me Was Not A Bowl Of Cherries.

Simplicity Is The Ultimate Sophistication-- Steve Jobs Turned This Into The Slogan Behind An Early Mac Advertising Campaign. Which Doesn't Make It Less True.

I'm Going To Destroy Android, Because It's A Stolen Product. I'm Willing To Go Thermonuclear War On This.

I'd Like The People Teaching My Kids To Be Good Enough That They Could Get A Job At The Company I Work For, Making A Hundred Thousand Dollars A Year. Why Should They Work At A School For Thirty-five To Forty Thousand Dollars If They Could Get A Job Here At A Hundred Thousand Dollars A Year?

The Mark Of An Innovative Company Is Not Only That It Comes Up With New Ideas First, But Also That It Knows How To Leapfrog When It Finds Itself Behind.

So [polaroid's Dr. Edwin] Land, At 75, Went Off To Spend The Remainder Of His Life Doing Pure Science, Trying To Crack The Code Of Color Vision. The Man Is A National Treasure. I Don't Understand Why People Like That Can't Be Held Up As Models: This Is The Most Incredible Thing To Be - Not An Astronaut, Not A Football Player - But This.

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.

Learn Continually - There's Always "one More Thing" To Learn!

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

Strategy Is Figuring Out What Not To Do.

The Day I Was Born Songs Were On Records, Phones Were Tied Down, Computers Needed Rooms And The Web Was Fiction. Change The World. You Can.

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

This Revolution, The Information Revolution, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy.

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

Decisions You Make

Imac Is Next Year's Computer For $1,299, Not Last Year's Computer For $999.

There Are Times When You Run A Marathon And You Wonder, Why Am I Doing This? But You Take A Drink Of Water, And Around The Next Bend, You Get Your Wind Back, Remember The Finish Line, And Keep Going.

The People Who Built Silicon Valley Were Engineers. They Learned Business, They Learned A Lot Of Different Things, But They Had A Real Belief That Humans, If They Worked Hard With Other Creative, Smart People, Could Solve Most Of Humankind's Problems. I Believe That Very Much.

Focus And Simplicity...once You Get There, You Can Move Mountains.

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.

I Was In The Parking Lot, With The Key In The Car, And I Thought To Myself: If This Is My Last Night On Earth, Would I Rather Spend It At A Business Meeting Or With This Woman? I Ran Across The Parking Lot, Asked Her If She'd Have Dinner With Me. She Said Yes, We Walked Into Town, And We've Been Together Ever Since.

I'd Rather Be A Pirate Than Join The Navy

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

Abstract Thinking

When You Have Feelings Like Sadness Or Anger About Your Cancer Or Your Plight, To Mask Them Is To Lead An Artificial Life.

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

Get Closer Than Ever To Your Customers. So Close That You Tell Them What They Need Well Before They Realize It Themselves

Loyal Customers

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.

That's Been One Of My Mantras - Focus And Simplicity. Simple Can Be Harder Than Complex.

One Of My Beliefs Very Strongly Is That Any Democracy Depends On A Free, Healthy Press.

Management Is About Persuading People To Do Things They Do Not Want To Do, While Leadership Is About Inspiring People To Do Things They Never Thought They Could.

Ultimately, It Comes Down To Taste. It Comes Down To Trying To Expose Yourself To The Best Things That Humans Have Done And Then Try To Bring Those Things Into What You're Doing. Picasso Had A Saying: Good Artists Copy, Great Artists Steal. And We Have Always Been Shameless About Stealing Great Ideas, And I Think Part Of What Made The Macintosh Great Was That The People Working On It Were Musicians And Poets And Artists And Zoologists And Historians Who Also Happened To Be The Best Computer Scientists In The World.

I Mean, Some People Say, 'oh, God, If [jobs] Got Run Over By A Bus, Apple Would Be In Trouble.' And, You Know, I Think It Wouldn't Be A Party, But There Are Really Capable People At Apple. My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

The Most Important Thing Is A Person. A Person Who Incites Your Curiosity And Feeds Your Curiosity; And Machines Cannot Do That In The Same Way That People Can.

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.

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.

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.

Now, We Are Selling Over 5 Million Songs A Day Now. Isn't That Unbelievable? That's 58 Songs Every Second Of Every Minute Of Every Hour Of Every Day.

Our Dna Is As A Consumer Company - For That Individual Customer Who's Voting Thumbs Up Or Thumbs Down. That's Who We Think About. And We Think That Our Job Is To Take Responsibility For The Complete User Experience. And If It's Not Up To Par, It's Our Fault, Plain And Simply.

There's An Old Wayne Gretzky Quote That I Love. 'i Skate To Where The Puck Is Going To Be, Not Where It Has Been.' And We've Always Tried To Do That At Apple. Since The Very, Very Beginning. And We Always Will.

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.

We're Just Enthusiastic About What We Do.

It Is Hard To Think That A $2 Billion Company With 4,300-plus People Couldn't Compete With Six People In Blue Jeans.

When You're A Carpenter Making A Beautiful Chest Of Drawers, You're Not Going To Use A Piece Of Plywood On The Back, Even Though It Faces The Wall And Nobody Will Ever See It. You'll Know It's There, So You're Going To Use A Beautiful Piece Of Wood On The Back.

Ask For Feedback From People With Diverse Backgrounds. Each One Will Tell You One Useful Thing. If You're At The Top Of The Chain, Sometimes People Won't Give You Honest Feedback Because They're Afraid. In This Case, Disguise Yourself, Or Get Feedback From Other Sources.

Honest Feedback

We Believe People With Passion Can Change The World For The Better." -steve Jobs

We're Here To Make A Dent In The Universe. Otherwise, Why Even Be Here? We're Creating A Completely New Consciousness, Like An Artist Or A Poet. That’s How You Have To Think Of This. We're Rewriting The History Of Human Thought With What We're Doing.

We Hire People Who Want To Make The Best Things In The World.

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

School Was Pretty Hard For Me At The Beginning.

What We Want To Do Is Make A Leapfrog Product That Is Way Smarter Than Any Mobile Device Has Ever Been, And Super-easy To Use. This Is What Iphone Is. Ok? So, We're Going To Reinvent The Phone.

Companies, As They Grow To Become Multi-billion-dollar Entities, Somehow Lose Their Vision. They Insert Lots Of Layers Of Middle Management Between The People Running The Company And The People Doing The Work. They No Longer Have An Inherent Feel Or A Passion About The Products. The Creative People, Who Are The Ones Who Care Passionately, Have To Persuade Five Layers Of Management To Do What They Know Is The Right Thing To Do.

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.

Whenever You Do Any One Thing Intensely Over A Period Of Time You Have To Give Up Other Lives You Could Be Living. You Have To Have A Real Single-minded Kind Of Tunnel Vision If You Want To Get Anything Significant Accomplished. Especially If The Desire Is Not To Be A Businessman, But To Be A Creative Person.

The Only Problem With Microsoft Is They Just Have No Taste. They Have Absolutely No Taste. And I Don't Mean That In A Small Way, I Mean That In A Big Way, In The Sense That They Don't Think Of Original Ideas, And They Don't Bring Much Culture Into Their Products.

If Today Were My Last Day, Would I Do What I'm Doing?...if The Answer Was 'no' Too Many Days In A Row, I'd Make A Change.

The Hd Revolution Is Over, It Happened. Hd Won. Everybody Wants Hd.

There Are Sneakers That Cost More Than An Ipod.

Your Time Is Limited, So Don't Waste It Living Someone Else's Life. Don't Be Trapped By Dogma - Which Is Living With The Results Of Other People's Thinking. Don't Let The Noise Of Others' Opinions Drown Out Your Own Inner Voice. And Most Important, Have The Courage To Follow Your Heart And Intuition.

I Think The World's A Better Place Because Bill Realized That His Goal Isn't To Be The Richest Guy In The Cemetery, Right?

Companies Must Have A Noble Cause, And It's The Leaders Job To Transform That Noble Cause Into Such An Inspiring Vision, That It Will Attract The Most Talented People In The World To Want To Join It.

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.

Start Small, Think Big. Don’t Worry About Too Many Things At Once. Take A Handful Of Simple Things To Begin With, And Then Progress To More Complex Ones. Think About Not Just Tomorrow, But The Future. Put A Ding In The Universe.

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.

I Dropped Out Of Reed College [portland, Oregon] After The First Six Months, But Then Stayed Around As A Drop-in For Another 18 Months Or So Before I Really Quit. So Why Did I Drop Out?

Portland Oregon

We've Demonstrated A Strong Track Record Of Being Very Disciplined With The Use Of Our Cash. We Don't Let It Burn A Hole In Our Pocket, We Don't Allow It To Motivate Us To Do Stupid Acquisitions. And So I Think That We'd Like To Continue To Keep Our Powder Dry, Because We Do Feel That There Are One Or More Strategic Opportunities In The Future.

Sometimes When You Innovate, You Make Mistakes. It Is Best To Admit Them Quickly, And Get On With Improving Your Other Innovations.

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.

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.

We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life.

Click. Boom. Amazing!

I Want To Make A Dent In The Universe.

Let's Go Invent Tomorrow...

To Turn Really Interesting Ideas And Fledgling Technologies Into A Company That Can Continue To Innovate For Years, It Requires A Lot Of Disciplines.

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 Things I've Done In My Life Have Required A Lot Of Years Of Work Before They Took Off.

Don't Settle, As With All Matters Of The Heart You'll Know When You Find It

We Have Always Been Shameless About Stealing Great Ideas.

Apple Has Some Tremendous Assets, But I Believe Without Some Attention, The Company Could, Could, Could - I'm Searching For The Right Word - Could, Could Die.

Guess Who Surprised Themselves And Changed Their Minds.

You Should Never Go To A Meeting Or Make A Telephone Call Without A Clear Idea Of What You Are Trying To Achieve.

Breakthrough Is How To Distinguish A Leader And Who Followed

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

Customers Don't Measure You On How Hard You Tried, They Measure You On What You Deliver.

It's Technology Married With Liberal Arts, Married With The Humanities, That Yields Us The Results That Make Our Heart Sing.

Your Time On This Earth Is Limited, Don’t Live Someone Else's Life, Live By Your Vision.

We Live In An Information Economy. The Problem Is That Information's Usually Impossible To Get, At Least In The Right Place, At The Right Time.

We Limit How Much Technology Our Kids Use At Home.

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

Without Death There Would Be Very Little Progress.

When I Was Young, There Was An Amazing Publication Called The Whole Earth Catalog, Which Was One Of The Bibles Of My Generation. It Was Created By A Fellow Named Stewart Brand Not Far From Here In Menlo Park, And He Brought It To Life With His Poetic Touch. This Was In The Late 1960's, Before Personal Computers And Desktop Publishing, So It Was All Made With Typewriters, Scissors, And Polaroid Cameras. It Was Sort Of Like Google In Paperback Form, 35 Years Before Google Came Along: It Was Idealistic, And Overflowing With Neat Tools And Great Notions.

Stanford University

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

People Think Focus Means Saying Yes To The Thing You've Got To Focus On. But That's Not What It Means At All. It Means Saying No To The Hundred Other Good Ideas That There Are. You Have To Pick Carefully. I'm Actually As Proud Of The Things We Haven't Done As The Things I Have Done. Innovation Is Saying No To 1,000 Things.

Remembering That I’ll Be Dead Soon Is The Most Important Tool I’ve Ever Encountered To Help Make The Big Choices In Life. Remembering That You Are Going To Die Is The Best Way I Know To Avoid The Trap Of Thinking You Have Something To Lose.

Stanford University

We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life. We Could Be Sitting In A Monastery Somewhere In Japan. We Could Be Out Sailing. Some Of The Team Could Be Playing Golf. They Could Be Running Other Companies. And We've All Chosen To Do This With Our Lives. So It Better Be Damn Good. It Better Be Worth It. And We Think It Is.

Fear Of Failure Falls Away In The Face Of Death.

Fear Of Failure

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

Oh Wow. Oh Wow. Oh Wow.

Every Once In A While A Revolutionary Product Comes Along That Changes Everything. It's Very Fortunate If You Can Work On Just One Of These In Your Career. ... Apple's Been Very Fortunate In That It's Introduced A Few Of These.

The Reason That Apple Is Able To Create Products Like Ipad Is Because We Always Try To Be At The Intersection Of Technology And Liberal Arts, To Be Able To Get The Best Of Both.

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