If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

We make and sell a very, very large number of (hopefully) beautiful, well-made things. Our success is a victory for purity, integrity - for giving a damn.

There are 9 rejected ideas for every idea that works.

The memory of how we work will endure beyond the products of our work.

The absence of clutter is just a clutter-free product. That's not simple.

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

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