We just wanted to build the best thing we could build

We don't believe it's possible to protect digital content. What's new is this amazingly efficient distribution system for stolen property called the Internet-- and no one's gonna shut down the Internet. And it only takes one stolen copy to be on the Internet. And the way we expressed it to them is: Pick one lock--open every door. It only takes one person to pick a lock. Worst case: Somebody just takes the analog outputs of their CD player and rerecords it-- puts it on the Internet. You'll never stop that. So what you have to do is compete with it.

You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.

Design is not just what it looks like and feels like. Design is how it works.

When the sales guys run the company, the product guys do not matter so much, and a lot of them just turn off.

I think the Macintosh was created by a group of people who felt that ah there wasn't a strict vision between sort of science and art.

The engineering is long gone in most PC companies. In the consumer electronics companies, they don't understand the software parts of it. And so you really can't make the products that you can make at Apple anywhere else right now. Apple's the only company that has everything under one roof.