Electronics was something I could always fall back on when I needed food on the table.

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

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

I think Pixar has the opportunity to be the next Disney - not replace Disney - but be the next Disney.

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.

Some mistakes will be made along the way. That's good. Because some decisions are being made along the way. We'll find the mistakes. We'll fix them.

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.