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.

Sometimes life's going to hit you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did.

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.

‎Experts are clueless.

We wanted to more richly experience why we were alive, not just make a better life, and so people went in search of things. The great thing that came from those that time was to realize that there was definitely more to life than the materialism of the late sixties and early sixties. We were going in search of something deeper.

A brand is simply trust.

Details matter, it's worth waiting to get it right.