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

But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but in reality, I think Apple should be the Apple of this business.

I think we're having fun. I think our customers really like our products. And we're always trying to do better.

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.

We hire people who want to make the best things in the world.

It is piracy, not overt online music stores, which is our main competitor.

Stay hungry, stay foolish.