At Apple, people are putting in 18-hour days. We attract a different type of person—a person who doesn’t want to wait five or ten years to have someone take a giant risk on him or her. Someone who really wants to get in a little over his head and make a little dent in the universe. We are aware that we are doing something significant. We’re here at the beginning of it and we’re able to shape how it goes. Everyone here has the sense that right now is one of those moments when we are influencing the future.

I think the Macintosh was created by a group of people who felt that ah there wasn't a strict vision between sort of science and art.

Pointing is a metaphor we all know. We've done a lot of studies and tests on that, and it's much faster to do all kinds of functions, such as cutting and pasting, with a mouse, so it's not only easier to use but more efficient.

Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply.

It's not the consumers' job to figure out what they want

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

Innovation is usually the result of connections of past experiences. But if you have the same experiences as everyone else, you are unlikely to look in a different direction.