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We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

-Steve Jobs

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We Had The Hardware

Steve Jobs

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We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

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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.

It's More Fun To Be A Pirate Than To Join The Navy.

We Don't Have A Good Language To Talk About This Kind Of Thing. In Most People's Vocabularies, Design Means Veneer... But To Me, Nothing Could Be Further From The Meaning Of Design. Design Is The Fundamental Soul Of A Man-made Creation.

Why Join The Navy If You Can Be A Pirate?

There Will Always Be Music On The Internet That People Can Steal. What's New Is Not Theft. What's New Is A Distribution Channel For Stolen Property Called The Internet. So There Will Always Be Illegal Music On The Internet.

Your Customers Dream Of A Happier And Better Life. Don't Move Products. Instead, Enrich Lives.

People Need To Have The Incentive That If They Invest And Succeed, They Can Make A Fair Profit. Otherwise They'll Stop Investing.

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.

I Feel Like Somebody Just Punched Me In The Stomach And Knocked All My Wind Out. I'm Only 30 Years Old And I Want To Have A Chance To Continue Creating Things. I Know I've Got At Least One More Great Computer In Me. And Apple Is Not Going To Give Me A Chance To Do That.

Creating Things

Most People Do Not Ever Pick Up The Phone. They Never Ask, And That Is What Separates The People That Do Things From The People That Just Dream About Them. You Have To Act, And You Have To Be Willing To Fail. You Have To Be Willing To Crash And Burn, Because If You Are Afraid Of Failing, You Will Not Get Very Far.

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

Click. Boom. Amazing!

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

It's Not About Pop Culture, And It's Not About Fooling People, And It's Not About Convincing People That They Want Something They Don't. We Figure Out What We Want. And I Think We're Pretty Good At Having The Right Discipline To Think Through Whether A Lot Of Other People Are Going To Want It, Too. That's What We Get Paid To Do.

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.

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

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

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

Bill Gates'd Be A Broader Guy If He Had Dropped Acid Once Or Gone Off To An Ashram When He Was Younger.

Coming Back To America Was, For Me, Much More Of A Culture Shock Than Going To India. The People In The Indian Countryside Don't Use Their Intellect Like We Do, They Use Their Intuition Instead, And Their Intuition Is Far More Developed Than In The Rest Of The World. Intuition Is A Very Powerful Thing, More Powerful Than Intellect In My Opinion. That's Had A Big Impact On My Work.

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.

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

You've Got To Have A Problem That You Want To Solve; A Wrong That You Want To Right.

Creativity Is Just Connecting Things.

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

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.

The Macintosh Was Supposed To Be The Computer For People That Just Wanted To Use A Computer Without Having To Learn How To Use One.

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

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.

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.

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.

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.

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.

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.

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.

So When A Good Idea Comes, You Know, Part Of My Job Is To Move It Around, Just See What Different People Think, Get People Talking About It, Argue With People About It, Get Ideas Moving Among That Group Of 100 People, Get Different People Together To Explore Different Aspects Of It Quietly, And, You Know – Just Explore Things.

If You View Computer Designers As Artists, They're Really Into More Of An Art Form That Can Be Mass-produced, Like Records, Or Like Prints, Than They Are Into Fine Arts. They Want Something Where They Can Express Themselves To A Large Number Of People Through Their Medium, And Their Medium Is Technology And Manufacturing.

When I Went To School, It Was Right After The '60s And Before This General Wave Of Practical Purposefulness Had Set In.... The Idealistic Wind Of The '60s Was Still At Our Backs, Though, And Most Of The People I Know Who Are My Age Have That Engrained In Them Forever.

You Have To Trust In Something - Your Gut, Destiny, Life, Karma, Whatever. This Approach Has Never Let Me Down, And It Has Made All The Difference In My Life.

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.

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.

I Wish Developing Great Products Was As Easy As Writing A Check. If That Was The Case, Microsoft Would Have Great Products.

My Opinion Is That The Only Two Computer Companies That Are Software-driven Are Apple And Next, And I Wonder About Apple.

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.

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.

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

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.

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'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.

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

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.

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.

Microsoft Has Had Two Goals In The Last 10 Years. One Was To Copy The Mac, And The Other Was To Copy Lotus' Success In The Spreadsheet - Basically, The Applications Business. And Over The Course Of The Last 10 Years, Microsoft Accomplished Both Of Those Goals. And Now They Are Completely Lost.

The World Doesn't Need Another Dell Or Compaq.

We Try To Use The Talents We Do Have To Express Our Deep Feelings, To Show Our Appreciation Of All The Contributions That Came Before Us, And To Add Something To That Flow. That's What's Driven Me.

I Hate The Way People Use Slide Presentations Instead Of Thinking. People Would Confront A Problem By Creating A Presentation. I Wanted Them To Engage, To Hash Things Out At The Table, Rather Than Show A Bunch Of Slides. People Who Know What They're Talking About Don't Need Powerpoint.

For Most Of My Life, I’ve Felt That There Must Be More To Our Existence Than Meets The Eye. This Is Who I Am, And You Can’t Expect Me To Be Someone I’m Not.

One Way To Drive Fear Out Of A Relationship Is To Realize That Your Partner's Values Are The Same As Yours, That What You Care About Is Exactly What They Care About. In My Opinion, That Drives Fear Out And Makes For A Great Partnership, Whether It's A Corporate Partnership Or A Marriage.

The Real Art Is Knowing What To Leave Out, Not What To Put In.

I've Read Something That Bill Gates Said About Six Months Ago. He Said, ‘i Worked Really, Really Hard In My 20s.’ And I Know What He Means, Because I Worked Really, Really Hard In My 20s Too. Literally, You Know, 7 Days A Week, A Lot Of Hours Every Day. And It Actually Is A Wonderful Thing To Do, Because You Can Get A Lot Done. But You Can't Do It Forever, And You Don't Want To Do It Forever, And You Have To Come Up With Ways Of Figuring Out What The Most Important Things Are And Working With Other People Even More.

Technology Alone Is Not Enough.

Without Death There Would Be Very Little Progress.

You've Got To Find What You Love.

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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.

I'm Sure A Lot Of You Had This Experience When You're Changing. You're Growing As A Person And People Tend To Treat You Like You Were 18 Months Ago, And It's Really Frustrating Sometimes When You're Growing Up And You're More Capable. It's The Same Thing With A Company And The Press. The Press Is Going To Have A Lag Time. The Best Thing We Can Do About The Press Is Embrace Them And Do The Best Thing We Can To Educate Them About Our Strategy. But To Keep Our Eye On The Prize, That Is Turning Out Some Great Products. The Press And The Stock Prize Will Take Care Of Themselves.

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

Our Goal Is To Make The Best Devices In The World, Not To Be The Biggest.

Guess Who Surprised Themselves And Changed Their Minds.

Sometimes Life's Going To Hit You In The Head With A Brick. Don't Lose Faith. I'm Convinced That The Only Thing That Kept Me Going Was That I Loved What I Did.

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Remembering That I'll Be Dead Soon Is The Most Important Tool I've Ever Encountered To Help Me Make The Big Choices In Life. Because Almost Everything - All External Expectations, All Pride, All Fear Of Embarrassment Or Failure - These Things Just Fall Away In The Face Of Death, Leaving Only What Is Truly Important.

A Brand Is Simply Trust.

There’s A Phrase In Buddhism, ‘beginner’s Mind.’ It’s Wonderful To Have A Beginner’s Mind.

Death Is Very Likely The Single Best Invention Of Life.

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.

I Want To Put A Ding In The Universe.

You've Probably Had Somebody Punch You In The Stomach And It Knocks The Wind Of You And You Can't Breathe. That's How I Felt.

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.

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.

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.

When We Hire Someone, Even If They Are Going To Be In Marketing, I Will Have Them Talk To The Design Folks And The Engineers.

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

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.

But It's A Disservice To Constantly Put Things In This Radical New Light - That It's Going To Change Everything. Things Don't Have To Change The World To Be Important.

I Thought Deeply About This. I Ended Up Concluding That The Worst Thing That Could Possibly Happen As We Get Big And As We Get A Little More Influence In The World Is If We Change Our Core Values And Start Letting It Slide, I Can't Do That. I'd Rather Quit.

But Apple Really Beats To A Different Drummer. I Used To Say That Apple Should Be The Sony Of This Business, But In Reality, I Think Apple Should Be The Apple Of This Business.

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.

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

The Axis Today Is Not Liberal And Conservative, The Axis Is Constructive-destructive.

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

Life Can Be Much Broader. You Can Embrace It, Change It, Improve It, Make Your Mark Upon It.

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

Much Of What I Stumbled Into By Following My Curiosity And Intuition Turned Out To Be Priceless Later On.

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.

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

I Am Saddened, Not By Microsoft's Success — I Have No Problem With Their Success. They've Earned Their Success, For The Most Part. I Have A Problem With The Fact That They Just Make Really Third-rate Products.

We Just Wanted To Build The Best Thing We Could Build

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.

We're Just Enthusiastic About What We Do.

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

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.

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

If I Knew In 1986 How Much It Was Going To Cost To Keep Pixar Going, I Doubt If I Would Have Bought The Company.

I Would Rather Gamble On Our Vision Than Make A 'me, Too' Product.

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

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.

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.

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.

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.

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If I Had Never Dropped In On That Single Course In College, The Mac Would Have Never Had Multiple Typefaces Or Proportionally Spaced Fonts. And Since Windows Just Copied The Mac, It's Likely That No Personal Computer Would Have Them. If I Had Never Dropped Out, I Would Have Never Dropped In On This Calligraphy Class, And Personal Computers Might Not Have The Wonderful Typography That They Do. Of Course It Was Impossible To Connect The Dots Looking Forward When I Was In College. But It Was Very, Very Clear Looking Backward 10 Years Later.

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

Most People Make The Mistake Of Thinking Design Is What It Looks Like. People Think It's This Veneer - That The Designers Are Handed This Box And Told, 'make It Look Good!' That's Not What We Think Design Is. It's Not Just What It Looks Like And Feels Like. Design Is How It Works.

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.

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

Focusing Is All About Saying No

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.

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

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.

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.

If You Keep Your Eye On The Profit, You’re Going To Skimp On The Product. But If You Focus On Making Really Great Products, Then The Profits Will Follow.

I Sat In A Garage And Invented The Future.

That's Why I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete. I Think That's One Of Apple's Challenges, Really. When Two Young People Walk In With The Next Thing, Are We Going To Embrace It And Say This Is Fantastic? Are You Going To Be Willing To Drop Our Models, Or Are We Going To Explain It Away? I Think We'll Do Better, Because We're Completely Aware Of It And We Make It A Priority.

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.

Kick-start Your Brain. New Ideas Come From Watching Something, Talking To People, Experimenting, Asking Questions And Getting Out Of The Office!

Asking Questions

For The Past 33 Years, I Have Looked In The Mirror Every Morning And Asked Myself: 'if Today Were The Last Day Of My Life, Would I Want To Do What I Am About To Do Today?' And Whenever The Answer Has Been 'no' For Too Many Days In A Row, I Know I Need To Change Something.

No One Is Going To Buy A Big Phone.

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.

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

When I Hire Somebody Really Senior, Competence Is The Ante. They Have To Be Really Smart. But The Real Issue For Me Is, Are They Going To Fall In Love With Apple? Because If They Fall In Love With Apple, Everything Else Will Take Care Of Itself. They'll Want To Do What's Best For Apple, Not What's Best For Them, What's Best For Steve, Or Anybody Else.

Falling In Love

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

Don't Just Live A Life; Build One.

Your Work Is Going To Fill A Large Part Of Your Life... So Love What You Do. Your Time Is Limited. Don't Waste It.

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

Everything Is Important- That Success Is In The Details.

The Minute That You Understand That You Can Poke Life And Actually Something Will Pop Out The Other Side, That You Can Change It, You Can Mold It. That's Maybe The Most Important Thing. It's To Shake Off This Erroneous Notion That Life Is There And You're Just Gonna Live In It, Versus Embrace It, Change It, Improve It, Make Your Mark Upon It. I Think That's Very Important And However You Learn That, Once You Learn It, You'll Want To Change Life And Make It Better, Cause It's Kind Of Messed Up, In A Lot Of Ways. Once You Learn That, You'll Never Be The Same Again.

Computers Themselves, And Software Yet To Be Developed, Will Revolutionize The Way We Learn.

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.

Innovation Means Saying 'no' To A Thousand Things.

Innovation Has Nothing To Do With How Many R&d Dollars You Have. When Apple Came Up With The Mac, Ibm Was Spending At Least 100 Times More On R&d. It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

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

I'd Rather Be A Pirate Than Join The Navy

Older People Sit Down And Ask, 'what Is It?' But The Boy Asks, 'what Can I Do With It?'.

I Have A Great Respect For Incremental Improvement, And I've Done That Sort Of Thing In My Life, But I've Always Been Attracted To The More Revolutionary Changes. I Don't Know Why. Because They're Harder. They're Much More Stressful Emotionally. And You Usually Go Through A Period Where Everybody Tells You That You've Completely Failed.

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?

Don't Be Evil Is A Load Of Crap.

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

Every Good Product I've Ever Seen Is Because A Group Of People Cared Deeply About Making Something Wonderful That They And Their Friends Wanted. They Wanted To Use It Themselves.

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

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.

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

Forget Everything

You've Heard Of Plug-and-play. This Is Plug, Unplug And Play. It's So Simple To Use, It's Unbelievable.

Taking Lsd Was A Profound Experience, One Of The Most Important Things In My Life.

It Places Value On Experience Versus Intellectual Understanding. I Saw A Lot Of People Contemplating Things But It Didn't Seem To Lead To Too Many Places. I Got Very Interested In People Who Had Discovered Something More Significant Than An Intellectual, Abstract Understanding.

I Hate The Way People Use Powerpoints Instead Of Thinking

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 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 Met Woz When I Was 13, At A Friend's Garage. He Was About 18. He Was, Like, The First Person I Met Who Knew More Electronics Than I Did At That Point. We Became Good Friends, Because We Shared An Interest In Computer And We Had A Sense Of Humor. We Pulled All Kinds Of Pranks Together.

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.

I'm As Proud Of What We Don't Do As I Am Of What We Do.

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

A Lot Of People Think Big Business In America Is A Bad Thing. I Think It's A Really Good Thing. Most People In Business Are Ethical, Hard-working, Good People. And It's A Meritocracy.

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.

School Was Pretty Hard For Me At The Beginning.

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

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.

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

Again, You Can't Connect The Dots Looking Forward; You Can Only Connect Them Looking Backwards. So You Have To Trust That The Dots Will Somehow Connect In Your Future. You Have To Trust In Something - Your Gut, Destiny, Life, Karma, Whatever. This Approach Has Never Let Me Down, And It Has Made All The Difference In My Life.

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

Loyal Customers

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

My Philosophy Is That Everything Starts With A Great Product.

I’d Like To Create An Integrated Television Set That Is Completely Easy To Use. It Would Be Seamlessly Synced With All Of Your Devices And With Icloud. It Will Have The Simplest User Interface You Could Imagine. I Finally Cracked It.

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

If I Had Never Dropped In On That Single Course In College, The Mac Would Have Never Had Multiple Typefaces Or Proportionally Spaced Fonts. And Since Windows Just Copied The Mac, It's Likely That No Personal Computer Would Have Them.

Stanford University

My Model For Business Is The Beatles. They Were Four Guys Who Kept Each Other Kind Of Negative Tendencies In Check. They Balanced Each Other And The Total Was Greater Than The Sum Of The Parts. That's How I See Business: Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

It Is Piracy, Not Overt Online Music Stores, Which Is Our Main Competitor.

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.

Making An Enduring Company Was Both Harder And More Important Than Making A Great Product.

I'm One Of The Few People Who Understands How Producing Technology Requires Intuition And Creativity, And How Producing Something Artistic Takes Real Discipline.

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.

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

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

I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete.

Mac Os X Tiger Will Come Out Long Before Longhorn.

Innovation Is The Only Way To Win.

The Biggest Effect Of The Personal Computer Revolution Has Been To Allow Millions And Millions Of People To Experience Computers Themselves Decades Before They Ever Would Have In The Old Paradigm.

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.

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

To Go Forward You Have To Leave Something Behind

A-plus Players Like To Work Together And They Don't Like It If You Tolerate B Work.

Working Together

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.

The Most Powerful Person In The World Is The Story Teller. The Storyteller Sets The Vision, Values And Agenda Of An Entire Generation That Is To Come.

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.

Things Don't Have To Change The World To Be Important.

Design Is A Funny Word. Some People Think Design Means How It Looks. But Of Course, If You Dig Deeper, It's Really How It Works.

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.

Innovation Distinguishes A Leader From A Follower.

The Ipod Is Not A New Category. Music Is Not New. It's Not A Speculative Market. It's A Very, Very Large Market. It's Been Around For Thousands Of Years And Will Be Around As Long As Humans Exist.

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.

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.

If You Don't Cannibalize Yourself, Someone Else Will.

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William McKinley

Lady Bird Johnson

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