Innovation, I believe, is the only way that America will regain the initiative in a global dynamic economy.

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

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

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.

Everything at Apple can be best understood through the lens of designing. Whether it's designing the look and feel of the user experience, or the industrial design, or the system design, and even things like how the boards were laid out.

If you spend too much time worrying about how other people perceive you, you'll never break the rules.

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