Steve Jobs was not an engineer: He was a brilliant individual with this ability to see around corners, to see things that other people couldn't see. I've learned over the years in the Apple that there are some really talented people who can take the same evidence, the same facts, and look at them and see them in a way that interprets those facts entirely different than most people do.

The iPod is a perfect example of Steve's [Jobs] methodology of starting with the user and looking at the entire end-to-end system.

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

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

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.

As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.

Steve Jobs was not an engineer: He was a brilliant individual with this ability to see around corners, to see things that other people couldn't see. I've learned over the years in the Apple that there are some really talented people who can take the same evidence, the same facts, and look at them and see them in a way that interprets those facts entirely different than most people do.