If you don't cannibalize yourself, someone else will.

Combine science and humanities.

There's no other company that could make a MacBook Air and the reason is that not only do we control the hardware, but we control the operating system. And it is the intimate interaction between the operating system and the hardware that allows us to do that. There is no intimate interaction between Windows and a Dell notebook.

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

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

But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem.

Let them know precisely what you are going to do with their data