Don't be trapped by dogma — which is living with the results of other people's thinking.

Breakthrough is how to distinguish a leader and who followed

A brand is simply trust.

We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life.

In the first 30 years of your life, you make your habits. For the last 30 years of your life, your habits make you.

Bottom line is, I didn't return to Apple to make a fortune. I've been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn't going to let it ruin my life. There's no way you could ever spend it all, and I don't view wealth as something that validates my intelligence.

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