And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.

Be honest with yourself and with people always do everything on time. Never give up, go to your goals, even if all the bad. In this life, all really, you only need to do. The more I talk to people, the more I am convinced that in general they have one goal - to become the richest dead in the cemetery.

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.

If you ask who are the customers of education, the customers of education are the society at large, the employers who hire people, things like that. But ultimately I think the customers are the parents. Not even the students but the parents. The problem that we have in this country is that the customers went away. The customers stopped paying attention to their schools, for the most part.

Everyone here has the sense that right now is one of those moments when we are influencing the future.

Death is the destination we all share, no one has ever escaped it. And that is as it should be because death is very likely the single best invention of life.

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.