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.

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.

And no, we don't know where it will lead. We just know there's something much bigger than any of us here.

I was worth about over a million dollars when I was 23 and over ten million dollars when I was 24, and over a hundred million dollars when I was 25 and... it wasn't that important — because I never did it for the money.

Customers always want something new

Apple is the only company in the world that has all of that under one roof. We can invent a complete a solution that works - and take responsibility for it.

It's very simple: The more successful you are, the more you'll earn. But if you're not successful, you will not earn a dime.