The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.

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.

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.

When you grow up, you tend to get told that the world is the way it is, and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life. Have fun, save a little money. That's a very limited life. Life can be much broader, once you discover one simple fact, and that is everything around that you call life was made up by people who were no smarter than you. And you can change it. You can influence it. You can build your own things that other people can use. Once you learn that, you'll never be the same again.

It's not like Windows users don't have any power. I think they are happy with Windows, and that's an incredibly depressing thought

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

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.