I'm a man, and I think every man wants to be No. 1.

Having made up my mind, I went to see Steve [Jobs]. I brought a hand-drawn sketch with me, and I said, "Please make something like this." He said, "Don't show me such an ugly design sketch." But he also said, "You've got the right idea. I totally agree that the time has come when we can make the ultimate mobile machine."

Whatever the country, whatever the culture, whatever the time, when you become a big enough organization, you start to collapse and slow down.

I'd met Simon [Segars] for the first time in London. He struck me as a quiet, natural-born engineer and an orthodox successor [to East]. He has a home in Silicon Valley, and he said it's just a few minutes' drive away from mine.

If something happened, like engineers starting to quit, things would go downhill fast.

[Simon Segars ] came by a few times.I told him, "If you understand the future of the internet of things that much, then you should add more engineers and go on the offensive." Simon had explained to analysts and others that he intended to do that sort of forward-looking investment, but he said it's tough for a listed company considering its share price falls if profits drop.

I would say that hardware is the bone of the head, the skull. The semiconductor is the brain within the head. The software is the wisdom and data is the knowledge.