You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

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.

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

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.

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

Different and new is relatively easy. Doing something thats genuinely better is very hard.

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