You can't be No. 1 unless you think like No. 1. You have to appear like No. 1.

No great marketing decisions have ever been made on qualitative data

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.

If we hadn't put a man on the moon, there wouldn't be a Silicon Valley today

Great marketing cannot sell a pedestrian product very well.

If you repeat something long enough people believe it's what happened.

I remember going into Steve's [Jobs] house, and he had almost no furniture in it. He just had a picture of Einstein, whom he admired greatly, and he had a Tiffany lamp and a chair and a bed. He just didn't believe in having lots of things around, but he was incredibly careful in what he selected.