We made the buttons on the screen look so good you'll want to lick them.

We believe people with Passion CAN change the World for the Better." -Steve Jobs

The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.

We did not enter the search business. Google entered the phone business. Make no mistake they want to kill the iPhone. We won't let them.

My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.

Combine science and humanities.

Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply.