It's not the consumers' job to figure out what they want

Many companies forget what it means to make great products. After initial success, sales and marketing people take over and the product people eventually make their way out.

What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

Your time is limited, so don't waste it living someone else's life.

My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.

When I went to school, it was right after the '60s and before this general wave of practical purposefulness had set in.... The idealistic wind of the '60s was still at our backs, though, and most of the people I know who are my age have that engrained in them forever.

I know that living with me was not a bowl of cherries.