Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

I'm as proud of many of the things we haven't done as the things we have done. Innovation is saying no to a thousand things.

It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now.

We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac.

That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not just to make money. That's what I want Apple to be.

Everyone here has the sense that right now is one of those moments when we are influencing the future.

It isn't the consumers' job to know what they want.