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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.

-Steve Jobs

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You're Missing It. This

Steve Jobs

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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.

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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.

Focus Does Not Mean Saying Yes, It Means Saying No.

I Think Right Now It's A Battle For The Mindshare Of Developers And For The Mindshare Of Customers, And Right Now Iphone And Android Are Winning That Battle.

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

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

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

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.

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.

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.

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

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.

Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

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

Loyal Customers

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.

This Revolution, The Information Revoultion, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy. It's Very Crude Today, Yet Our Macintosh Computer Takes Less Power Than A 100-watt Bulb To Run It And It Can Save You Hours A Day. What Will It Be Able To Do Ten Or 20 Years From Now, Or 50 Years From Now?

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.

Let's Go Invent Tomorrow...

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.

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

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.'

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.

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.

I'm Not Worried About The Country's Long-term Future. This Country Is Insanely Great. What I'm Worried About Is That We Don't Talk Enough About Solutions.

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.

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

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

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.

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.

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.

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.

You Know We're Constantly Taking. We Don't Make Most Of The Food We Eat, We Don't Grow It, Anyway. We Wear Clothes Other People Make, We Speak A Language Other People Developed, We Use A Mathematics Other People Evolved And Spent Their Lives Building. I Mean We're Constantly Taking Things. It's A Wonderful Ecstatic Feeling To Create Something And Put It Into The Pool Of Human Experience And Knowledge.

There's No Other Company That Could Make A Macbook Air And The Reason Is That Not Only Do We Control The Hardware, But We Control The Operating System. And It Is The Intimate Interaction Between The Operating System And The Hardware That Allows Us To Do That. There Is No Intimate Interaction Between Windows And A Dell Notebook.

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.

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

Being The Richest Man In The Cemetery Doesn't Matter To Me.

The Difference Between The Best Worker On Computer Hardware And The Average May Be 2 To 1, If You're Lucky. With Automobiles, Maybe 2 To 1. But In Software, It's At Least 25 To 1. The Difference Between The Average Programmer And A Great One Is At Least That. The Secret Of My Success Is That We Have Gone To Exceptional Lengths To Hire The Best People In The World. And When You're In A Field Where The Dynamic Range Is 25 To 1, Boy, Does It Pay Off.

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.

Of Course It Was Impossible To Connect The Dots Looking Forward When I Was In College. But It Was Very, Very Clear Looking Backwards 10 Years Later.

I Don't Think Of My Life As A Career. I Do Stuff. I Respond To Stuff. That's Not A Career - It's A Life!

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

Focusing Is All About Saying No

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

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

Fear Of Failure Falls Away In The Face Of Death.

Fear Of Failure

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

Great Engineers Are A Huge Multiplier.

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.

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.

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

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

We Think Android Is Very, Very Fragmented, And Becoming More Fragmented By The Day. And As You Know, Apple Strives For The Integrated Model So That The User Isn't Forced To Be The Systems Integrator.

Great Art Stretches The Taste, It Doesn't Follow Tastes.

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

A Small Team Of A+ Players Can Run Circles Around A Giant Team Of B And C Players.

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.

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

Loving What You Do

You Go To Your Tv To Turn Your Brain Off. You Go To The Computer When You Want To Turn Your Brain On.

You've Got To Find What You Love.

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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.

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Let's Make A Dent In The Universe

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products... We Trust As A Consequence Of That, People Will Like Them, And As Another Consequence, We'll Make Some Money. But We're Really Clear About What Our Goals Are.

John Sculley Ruined Apple And He Ruined It By Bringing A Set Of Values To The Top Of Apple Which Were Corrupt And Corrupted Some Of The Top People Who Were There, Drove Out Some Of The Ones Who Were Not Corruptible, And Brought In More Corrupt Ones And Paid Themselves Collectively Tens Of Millions Of Dollars And Cared More About Their Own Glory And Wealth Than They Did About What Built Apple In The First Place Which Was Making Great Computers For People To Use.

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.

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.

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 ... 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. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.

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 Don't Really Care About Being Right, I Just Care About Success.

The Journey Is The Reward

Innovation Is Usually The Result Of Connections Of Past Experiences. But If You Have The Same Experiences As Everyone Else, You Are Unlikely To Look In A Different Direction.

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

Why Would I Ever Want To Run Disney? Wouldn't It Make More Sense Just To Sell Them Pixar And Retire?

If You Live Each Day As It Was Your Last, Someday You'll Most Certainly Be Right

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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.

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

You Know, Dr. Edwin Land Was A Troublemaker. He Dropped Out Of Harvard And Founded Polaroid. Not Only Was He One Of The Great Inventors Of Our Time But, More Important, He Saw The Intersection Of Art And Science And Business And Built An Organization To Reflect That. Polaroid Did That For Some Years, But Eventually Dr. Land, One Of Those Brilliant Troublemakers, Was Asked To Leave His Own Company - Which Is One Of The Dumbest Things I've Ever Heard Of.

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

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.

That's What Walt Disney Did, And Hewlett And Packard, And The People Who Built Intel. They Created A Company To Last, Not Just To Make Money. That's What I Want Apple To Be.

The Thing That Drives Me And My Colleagues At Both Apple And Pixar Is That You See Something Very Compelling To You, And You Don't Quite Know How To Get To It, But You Know, Sometimes Intuitively, It's Within Your Grasp. And It's Worth Putting In Years Of Your Life To Make It Come Into Existence.

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

Asking Questions

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.

To Me, Ideas Are Worth Nothing Unless Executed. They Are Just A Multiplier. Execution Is Worth Millions.

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

To Go Forward You Have To Leave Something Behind

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

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

I Want To Make A Dent In The Universe.

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

There's A Lot Of Symbolism To Your Return. Is That Going To Be Enough To Reinvigorate The Company With A Sense Of Magic?

When Companies Get Bigger They Try To Replicate Their Success. But They Assume Their Magic Came From Process. They Try To Use Processes To Substitute Content.

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

Design Is The Fundamental Soul Of A Man-made Creation

Each Year Has Been So Robust With Problems And Successes And Learning Experiences And Human Experienes That A Year Is A Lifetime At Apple. So This Has Been Ten Lifetimes.

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.

These Technologies Can Make Life Easier, Can Let Us Touch People We Might Not Otherwise. You May Have A Child With A Birth Defect And Be Able To Get In Touch With Other Parents And Support Groups, Get Medical Information, The Latest Experimental Drugs. These Things Can Profoundly Influence Life. I'm Not Downplaying That.

A Lot Of People In Our Industry Haven't Had Very Diverse Experiences. So They Don't Have Enough Dots To Connect, And They End Up With Very Linear Solutions Without A Broad Perspective On The Problem. The Broader One's Understanding Of The Human Experience, The Better Design We Will Have.

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

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.

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.

Probably Death Is The Best Invention Of Life.

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.

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.

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.

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.

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.

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

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.

I'm An Optimist In The Sense That I Believe Humans Are Noble And Honorable, And Some Of Them Are Really Smart. I Have A Very Optimistic View Of Individuals.

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.

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

If It Could Save A Person's Life, Could You Find A Way To Save Ten Seconds Off The Boot Time? If There Were Five Million People Using The Mac, And It Took Ten Seconds Extra To Turn It On Every Day, That Added Up To Three Hundred Million Or So Hours Per Year People Would Save, Which Was The Equivalent Of At Least One Hundred Lifetimes Saved Per Year.

No One Wants To Die. Even People Who Want To Go To Heaven Don't Want To Die To Get There. And Yet 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. It Is Life's Change Agent. It Clears Out The Old To Make Way For The New.

Stanford University

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.

We Limit How Much Technology Our Kids Use At Home.

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

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?

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

Apple Is The Only Company In The World That Has All Of That Under One Roof. We Can Invent A Complete A Solution That Works - And Take Responsibility For It.

I Got Very Interested In People Who Had Discovered Something More Significant Than ... Intellectual, Abstract Understanding.

Music Companies Are Not Technology Companies Any More Than Technology Companies Are Music Companies. They're Really Different From Each Other.

Do Not Try To Do Everything. Do One Thing Well.

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

I Was Lucky - I Found What I Love To Do Early In Life.

As Regis Mckenna Once Said, The Best Marketing Is Education

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

Stay Hungry, Stay Foolish.

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 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 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 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.

Design Is The Fundamental Soul Of A Human-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service.

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

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.

Be Ready To Catch The Ball When It Is Thrown By Life.

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.

Make It Like A Sunflower.

I'd Rather Be A Pirate Than Join The Navy

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.

You Can't Look At The Competition And Say You're Going To Do It Better. You Have To Look At The Competition And Say You're Going To Do It Differently.

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.

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.

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.

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.

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 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.

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.

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.

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.

I Don't Want To Fail, Of Course. But Even Though I Didn't Know How Bad Things Really Were, I Still Had A Lot To Think About Before I Said Yes. I Had To Consider The Implications For Pixar, For My Family, For My Reputation. I Decided That I Didn't Really Care, Because This Is What I Want To Do. If I Try My Best And Fail, Well, I've Tried My Best.

You Know, You Keep On Innovating, You Keep On Making Better Stuff. And If You Always Want The Latest And Greatest, Then You Have To Buy A New Ipod At Least Once A Year.

The Cure For Apple Is Not Cost-cutting. The Cure For Apple Is To Innovate Its Way Out Of Its Current Predicament.

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.

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

When We Started Off We Didn't Know How To Spell Software.

Nobody Has Tried To Swallow Us Since I've Been Here. I Think They Are Afraid How We Would Taste.

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.

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

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

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

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.

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 Think It's Brought The World A Lot Closer Together, And Will Continue To Do That. There Are Downsides To Everything; There Are Unintended Consequences To Everything. The Most Corrosive Piece Of Technology That I've Ever Seen Is Called Television - But Then, Again, Television, At Its Best, Is Magnificent.

We Had Nothing To Lose And Everything To Gain.

Nothing To Lose

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.

It Takes These Very Simple-minded Instructions - 'go Fetch A Number, Add It To This Number, Put The Result There, Perceive If It's Greater Than This Other Number' - But Executes Them At A Rate Of, Let's Say, 1,000,000 Per Second. At 1,000,000 Per Second, The Results Appear To Be Magic.

To Have Your Whole Music Library With You At All Times Is A Quantum Leap In Listening To Music. How Do We Possibly Do This?

By Honoring The Lives Of Those We Admire, We Make Our Own Values Known.

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

Decisions You Make

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.

Your Time Is Limited, So Don't Waste It Living Someone Else's Life.

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.

Let Them Know Precisely What You Are Going To Do With Their Data

You'll See More And More Perfection Of That - Computer As Servant. But The Next Thing Is Going To Be Computer As A Guide Or Agent.

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.

It's Not Like Windows Users Don't Have Any Power. I Think They Are Happy With Windows, And That's An Incredibly Depressing Thought

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

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

No One Is Going To Buy A Big Phone.

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?

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

Woz And I Started Apple In My Parents' Garage When I Was 20. We Worked Hard, And In 10 Years Apple Had Grown From Just The Two Of Us In A Garage Into A $2 Billion Company With Over 4,000 Employees.

I Was Lucky To Get Into Computers When It Was A Very Young And Idealistic Industry. There Weren't Many Degrees Offered In Computer Science, So People In Computers Were Brilliant People From Mathematics, Physics, Music, Zoology, Whatever. They Loved It, And No One Was Really In It For The Money.

Innovation Is Saying 'no' To 1,000 Things.

Without Death There Would Be Very Little Progress.

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 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

The Manual For Wordstar, The Most Popular Word-processing Program, Is 400 Pages Thick. To Write A Novel, You Have To Read A Novel - One That Reads Like A Mystery To Most People. They're Not Going To Learn Slash Q-z Any More Than They're Going To Learn Morse Code. That Is What Macintosh Is All About.

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

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.

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.

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.

Love What You Do...don't Settle

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

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

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

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.

This Is A Very Noisy World, So We Have To Be Very Clear What We Want Them To Know About Us

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

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.

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