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.

It's very simple: The more successful you are, the more you'll earn. But if you're not successful, you will not earn a dime.

One of the failures of technology companies is that they build technologies thinking everything else will work out.

A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.

That's always been in my mind my metaphor for a team working really hard on something they're passionate about. It's that through the team, through that group of incredibly talented people bumping up against each other, having arguments, having fights sometimes, making some noise, and working together they polish each other and they polish the ideas, and what comes out are these really beautiful stones.

Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

People say sometimes, "You work in the fastest-moving industry in the world." I don't feel that way. I think I work in one of the slowest. It seems to take forever to get anything done.