It's hard to tell with these Internet startups if they're really interested in building companies or if they're just interested in the money. I can tell you, though: If they don't really want to build...
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 u...
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design.
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.
Creation is messy. You want genius, you get madness; two sides of the same coin.
My favorite things in life don't cost any money. It's really clear that the most precious resource we all have is time.
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.
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...
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...
We hire people who want to make the best things in the world.
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.
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...
Bottom line is, I didn't return to Apple to make a fortune. I've been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn't going...
Everyone here has the sense that right now is one of those moments when we are influencing the future.
It's not a faith in technology. It's faith in people.
Great things in business are never done by one person. They're done by a team of people.
Focusing is about saying No.
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...
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
I've always wanted to own and control the primary technology in everything we do.