Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.

Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.

Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.

The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.

The way you communicate an idea is different than the way you communicate a product.

There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.

Nothing guarantees more applause and more support than the call to abolish the IRS.