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

I thought deeply about this. I ended up concluding that the worst thing that could possibly happen as we get big and as we get a little more influence in the world is if we change our core values and start letting it slide, I can't do that. I'd rather quit.

Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes.

The reason we wouldn't make a seven-inch tablet isn't because we don't want to hit a price point, it's because we don't think you can make a great tablet with a seven-inch screen.

If you don't have a passion, you'll give up.

This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it.

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.