We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

It feels like each time we are beginning at the beginning, in a really exciting way.

When something exceeds your ability to understand how it works, it sort of becomes magical.

Simplicity is somehow essentially describing the purpose and place of an object and product.

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

Apple stood for something and had a reason for being that wasn't just about making money.

We try to solve very complicated problems without letting people know how complicated the problem was.