 Be a yardstick of quality. Some people aren't used to an environment where excellence is expected. |
| Why join the navy if you can be a pirate? |
| Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations. |
| To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines. |
| 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. |
| Innovation distinguishes between a leader and a follower. |
| Design is not just what it looks like and feels like. Design is how it works. |
| 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. |
| Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes? |
| I want to put a ding in the universe. |
| 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. |
| 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. |
| It is piracy, not overt online music stores, which is our main competitor. |
| 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. |
| I think we're having fun. I think our customers really like our products. And we're always trying to do better. |
