Customers always want something new

the people who are crazy enough to think they can change the world are the ones who do.

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

Innovation is the only way to win.

I'd rather be a Pirate than join the Navy

The most corrosive piece of technology that I've ever seen is called television - but then, again, television, at its best, is magnificent.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.