The Macintosh was supposed to be the computer for people that just wanted to use a computer without having to learn how to use one.

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.

It's very simple: The more successful you are, the more you'll earn. But if you're not successful, you will not earn a dime.

To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.

My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life.