Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as a consequence of that, people will like them, and as another consequence, we'll make some money. But we're really clear about what our goals are.

A-plus players like to work together and they don't like it if you tolerate B work.

It isn't the consumers' job to know what they want.

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.

Breakthrough is how to distinguish a leader and who followed

I think Pixar has the opportunity to be the next Disney - not replace Disney - but be the next Disney.

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.