"A lot of people in our industry havent had very diverse experiences. So they dont have enough dots to connect and they end up with very linear solutions without a broad perspective on the problem. The broader ones understanding of the human experience the better design we will have."
"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."
"Again you cant 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."
"So lets not use a stylus. Were going to use the best pointing device in the world. Were going to use a pointing device that were all born with - born with ten of them. Were going to use our fingers. Were going to touch this with our fingers. And we have invented a new technology called multi-touch which is phenomenal. It works like magic."
"When youre young you look at television and think theres a conspiracy. The networks have conspired to dumb us down. But when you get a little older you realize thats not true. The networks are in business to give people exactly what they want."
"I have a great respect for incremental improvement and Ive done that sort of thing in my life but Ive always been attracted to the more revolutionary changes. I dont know why. Because theyre harder. Theyre much more stressful emotionally. And you usually go through a period where everybody tells you that youve completely failed."
"This is what customers pay us for - to sweat all these details so its easy and pleasant for them to use our computers. Were supposed to be really good at this. That doesnt mean we dont listen to customers but its hard for them to tell you what they want when theyve never seen anything remotely like it."
"If you havent found it yet keep looking. Dont settle. As with all matters of the heart youll know when you find it. And like any great relationship it just gets better and better as the years roll on."
"The over-all point is that new technology will not necessarily replace old technology but it will date it. By definition. Eventually it will replace it. But its like people who had black-and-white TVs when color came out. They eventually decided whether or not the new technology was worth the investment."
"Weve demonstrated a strong track record of being very disciplined with the use of our cash. We dont let it burn a hole in our pocket we dont allow it to motivate us to do stupid acquisitions. And so I think that wed like to continue to keep our powder dry because we do feel that there are one or more strategic opportunities in the future."
"I dont think Ive 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 wouldnt be ours anymore."
"Bottom line is I didnt return to Apple to make a fortune. Ive 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 wasnt going to let it ruin my life. Theres no way you could ever spend it all and I dont view wealth as something that validates my intelligence."
"We want to reinvent the phone. Whats the killer app? The killer app is making calls! Its amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac."
"Ill always stay connected with Apple. I hope that throughout my life Ill sort of have the thread of my life and the thread of Apple weave in and out of each other like a tapestry. There may be a few years when Im not there but Ill always come back."
"We think the Mac will sell zillions but we didnt build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We werent going to go out and do market research. We just wanted to build the best thing we could build."
"The most compelling reason for most people to buy a computer for the home will be to link it to a nationwide communications network. Were just in the beginning stages of what will be a truly remarkable breakthrough for most people - as remarkable as the telephone."
"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."
"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. Im not downplaying that."
"Its hard to tell with these Internet startups if theyre really interested in building companies or if theyre just interested in the money. I can tell you though: If they dont really want to build a company they wont luck into it. Thats because its so hard that if you dont have a passion youll give up."
"The system is that there is no system. That doesnt mean we dont have process. Apple is a very disciplined company and we have great processes. But thats not what its about. Process makes you more efficient."
"With our technology with objects literally three people in a garage can blow away what 200 people at Microsoft can do. Literally can blow it away. Corporate America has a need that is so huge and can save them so much money or make them so much money or cost them so much money if they miss it that they are going to fuel the object revolution."
"I met Woz when I was 13 at a friends 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."
"Innovation has nothing to do with how many R amp& D dollars you have. When Apple came up with the Mac IBM was spending at least 100 times more on R & D. Its not about money. Its about the people you have how youre led and how much you get it."
"Its not the tools that you have faith in - tools are just tools. They work or they dont work. Its people you have faith in or not. Yeah sure Im still optimistic I mean I get pessimistic sometimes but not for long."
"Thats 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 its worth it in the end because once you get there you can move mountains."
"Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together."
"As individuals people are inherently good. I have a somewhat more pessimistic view of people in groups. And I remain extremely concerned when I see whats happening in our country which is in many ways the luckiest place in the world. We dont seem to be excited about making our country a better place for our kids."
"I didnt 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."
"No one wants to die. Even people who want to go to heaven dont 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 Lifes change agent. It clears out the old to make way for the new."
"We dont 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 weve chosen to do with our life."
"Most people have no concept of how an automatic transmission works yet they know how to drive a car. You dont have to study physics to understand the laws of motion to drive a car. You dont have to understand any of this stuff to use Macintosh."
"Im sorry its true. Having children really changes your view on these things. Were born we live for a brief instant and we die. Its been happening for a long time. Technology is not changing it much - if at all."
"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 havent found it yet keep looking. Dont settle. As with all matters of the heart youll know when you find it."
"Your time is limited so dont waste it living someone elses life. Dont be trapped by dogma - which is living with the results of other peoples thinking. Dont let the noise of others opinions drown out your own inner voice. And most important have the courage to follow your heart and intuition."
"You cant 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."
"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."
"Our DNA is as a consumer company - for that individual customer whos voting thumbs up or thumbs down. Thats who we think about. And we think that our job is to take responsibility for the complete user experience. And if its not up to par its our fault plain and simply."
"I think its 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 Ive ever seen is called television - but then again television at its best is magnificent."
"Remembering that Ill be dead soon is the most important tool Ive 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 revolution the information revoultion is a revolution of free energy as well but of another kind: free intellectual energy. Its 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?"
"The design of the Mac wasnt what it looked like although that was part of it. Primarily it was how it worked. To design something really well you have to get it. You have to really grok what its all about. It takes a passionate commitment to really thoroughly understand something chew it up not just quickly swallow it."