Customers always want something new

I would trade all of my technology for an afternoon with Socrates.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.

Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.

So let's not use a stylus. We're going to use the best pointing device in the world. We're going to use a pointing device that we're all born with - born with ten of them. We're going to use our fingers. We're going to touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomenal. It works like magic.

Don't be trapped by dogma — which is living with the results of other people's thinking.

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.