There are a thousand no's for every yes.

We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

The goal of Apple is not to make money but to make really nice products, really great products.

The best ideas start as conversations.

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

And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.