I want to put a ding in the universe.

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.

When you're doing something for yourself, or your best friend or family, you're not going to cheese out. If you don't love something, you're not going to go the extra mile, work the extra weekend, challenge the status quo as much.

You've probably had somebody punch you in the stomach and it knocks the wind of you and you can't breathe. That's how I felt.

People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.

I don't need a hard disk in my computer if I can get to the server faster... carrying around these non-connected computers is byzantine by comparison.

Not only was [Edwin Land] one of the great inventors of our time but, more important, he saw the intersection of art and science and business and built an organization to reflect that.