Design is not just what it looks like and feels like. Design is how it works.

What had been the focus of my entire adult life was gone, and it was devastating. I didn't really know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down. I was a very public failure.

To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.

Simplicity is the ultimate sophistication-- Steve Jobs turned this into the slogan behind an early Mac advertising campaign. Which doesn't make it less true.

We made the buttons on the screen look so good you'll want to lick them.

Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it.

The manual for WordStar, the most popular word-processing program, is 400 pages thick. To write a novel, you have to read a novel - one that reads like a mystery to most people. They're not going to learn slash q-z any more than they're going to learn Morse code. That is what Macintosh is all about.