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.

Apple is the only company in the world that has all of that under one roof. We can invent a complete a solution that works - and take responsibility for it.

We believe people with Passion CAN change the World for the Better." -Steve Jobs

I don't think I've ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn't be ours anymore.

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.

If you ask who are the customers of education, the customers of education are the society at large, the employers who hire people, things like that. But ultimately I think the customers are the parents. Not even the students but the parents. The problem that we have in this country is that the customers went away. The customers stopped paying attention to their schools, for the most part.

Being the richest man in the cemetery doesn't matter to me ... Going to bed at night saying we've done something wonderful... that's what matters to me.