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

So when these people sell out, even though they get fabulously rich, they're gypping themselves out of one of the potentially most rewarding experiences of their unfolding lives. Without it, they may never know their values or how to keep their newfound wealth in perspective.

The iPod is not a new category. Music is not new. It's not a speculative market. It's a very, very large market. It's been around for thousands of years and will be around as long as humans exist.

The biggest effect of the personal computer revolution has been to allow millions and millions of people to experience computers themselves decades before they ever would have in the old paradigm.

Customers always want something new

Stealing music is not right, and I can understand people being very upset about their intellectual property being stolen.

Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply.