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.

Design isn't just how it looks. It's how it works.

I'm as proud of many of the things we haven't done as the things we have done. Innovation is saying no to a thousand things.

If you live each day as it was your last, someday you'll most certainly be right

We just wanted to build the best thing we could build

When you're in a start-up, the first ten people will determine whether the company succeeds or not. Each is 10 percent of the company. So why wouldn't you take as much time as necessary to find all the A players? If three were not so great, why would you want a company where 30 percent of your people are not so great? A small company depends on great people much more than a big company does.

Your work is going to fill a large part of your life... so love what you do. Your time is limited. Don't waste it.