I've always wanted to own and control the primary technology in everything we do.Design is not just what it looks like and feels like. Design is how it works.
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 think we're having fun. I think our customers really like our products. And we're always trying to do better.
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.
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
I want to put a ding in the universe.
Innovation distinguishes between a leader and a follower.
It is piracy, not overt online music stores, which is our main competitor.
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.
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.
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.
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.
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.
It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.
Quality is more important than quantity. One home run is much better than two doubles.
Also read: Steve Jobs famous quote on design lesson of ipod
