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.

A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have.

I'm as proud of what we don't do as I am of what we do.

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.

The Macintosh was supposed to be the computer for people that just wanted to use a computer without having to learn how to use one.

And no, we don't know where it will lead. We just know there's something much bigger than any of us here.

When you're doing something for yourself, or your best friend or family, you're not going to cheese out. If you don't love something, you're not going to go the extra mile, work the extra weekend, challenge the status quo as much.