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

Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.

I think PCs are going to be like trucks. Less people will need them. And this is going to make some people uneasy.

I was in the parking lot, with the key in the car, and I thought to myself: If this is my last night on earth, would I rather spend it at a business meeting or with this woman? I ran across the parking lot, asked her if she'd have dinner with me. She said yes, we walked into town, and we've been together ever since.

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

When companies get bigger they try to replicate their success. But they assume their magic came from process. They try to use processes to substitute content.

We think the Mac will sell zillions, but we didn't build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren't going to go out and do market research. We just wanted to build the best thing we could build.