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.

Be honest with yourself and with people always do everything on time. Never give up, go to your goals, even if all the bad. In this life, all really, you only need to do. The more I talk to people, the more I am convinced that in general they have one goal - to become the richest dead in the cemetery.

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

It's not like Windows users don't have any power. I think they are happy with Windows, and that's an incredibly depressing thought

You can't win on innovation unless you have a way to communicate it to customers.

The roots of apple were to build computers for people, not for corporations. The world doesn't need another dell or compaq.

The reason we wouldn't make a seven-inch tablet isn't because we don't want to hit a price point, it's because we don't think you can make a great tablet with a seven-inch screen.