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.

Things don't have to change the world to be important.

I'll always stay connected with Apple. I hope that throughout my life I'll sort of have the thread of my life and the thread of Apple weave in and out of each other, like a tapestry. There may be a few years when I'm not there, but I'll always come back.

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.

Older people sit down and ask, 'What is it?' but the boy asks, 'What can I do with it?'.

It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now.

Combine science and humanities.