It's not the tools that you have faith in - tools are just tools. They work, or they don't work. It's people you have faith in or not. Yeah, sure, I'm still optimistic I mean, I get pessimistic sometimes but not for long.

You've probably had somebody punch you in the stomach and it knocks the wind of you and you can't breathe. That's how I felt.

I have a great respect for incremental improvement, and I've done that sort of thing in my life, but I've always been attracted to the more revolutionary changes. I don't know why. Because they're harder. They're much more stressful emotionally. And you usually go through a period where everybody tells you that you've completely failed.

For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.

I hate the way people use PowerPoints instead of thinking

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

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.