Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

We've had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren't going to lay off people, that we'd taken a tremendous amount of effort to get them into Apple in the first place; the last thing we were going to do is lay them off.

Why join the navy if you can be a pirate?

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

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.

What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

Computers themselves, and software yet to be developed, will revolutionize the way we learn.