Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Our goal is to make the best devices in the world, not to be the biggest.

The only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle.

When we started off we didn't know how to spell software.

Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.

If you ask who are the customers of education, the customers of education are the society at large, the employers who hire people, things like that. But ultimately I think the customers are the parents. Not even the students but the parents. The problem that we have in this country is that the customers went away. The customers stopped paying attention to their schools, for the most part.

Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes.