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

We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac.

And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.

You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.

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.

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.

The web is just going to be one more of those major change factors that businesses face every decade.