People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.

My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.

Stay hungry, stay foolish.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.

To have your whole music library with you at all times is a quantum leap in listening to music. How do we possibly do this?

I think PCs are going to be like trucks. Less people will need them. And this is going to make some people uneasy.

When you're young, you look at television and think, there's a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that's not true. The networks are in business to give people exactly what they want.