The Mac defined personal technology, and the iPhone defines intimate technology as a convergence of communications, content and location.

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

What makes Steve [Jobs'] methodology different from everyone else's is that he always believed the most important decisions you make are not the things you do, but the things you decide not to do. He's a minimalist.

I believe that crisis really tends to help develop the characer of an organisation.

The real challenge is not to get people to remember more, but to get them to understand better. We're just now beginning to be able to show what we can implement with technological tools. I think our interest at Apple is to be the provider of the instruments that will help educators and students create and entirely new kind of learning than what we have now.

Microsoft's philosophy is to get it out there and fix it later. Steve [Jobs] would never do that. He doesn't get anything out there until it is perfected.

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