People don't know what they want until you show it to them. That's why I never rely on marketing research. Our task is to read things that are not yet on the page.

I don't need a hard disk in my computer if I can get to the server faster... carrying around these non-connected computers is byzantine by comparison.

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.

We did not enter the search business. Google entered the phone business. Make no mistake they want to kill the iPhone. We won't let them.

the people who are crazy enough to think they can change the world are the ones who do.

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 ... But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.

The mark of an innovative company is not only that it comes up with new ideas first, but also that it knows how to leapfrog when it finds itself behind.