There's no learning without trying lots of ideas and failing lots of times.

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

The most important thing is that you actually care, that you do something to the very best of your ability

I get an incredible thrill and satisfaction from seeing somebody with Apple’s tell-tale white earbuds. But I’m constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better?

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

Its difficult to do something radically new, unless you are at the heart of a company.