Apple is so focused on its vision that it does things in a very careful, deliberate way.

The new leaders face new tests such as how to lead in this idea-intensive, interdependent network environment

When I was 5 or 6 years old, I never wanted toys; I wanted electrical parts so I could build things. And I was better at taking things apart and putting them back together, but I always had extra pieces left over, so I think it was an early warning that I was a better designer than an engineer.

Great marketing cannot sell a pedestrian product very well.

Marketing is really theater. It's like staging a performance.

Steve [Jobs] and I spent months getting to know each other before I joined Apple. He had no exposure to marketing other than what he picked up on his own. This is sort of typical of Steve. When he knows something is going to be important, he tries to absorb as much as he possibly can.

There are just moments when all the stars are aligned for breakthrough products.