What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK? So, we're going to reinvent the phone.

I'm as proud of many of the things we haven't done as the things we have done. Innovation is saying no to a thousand things.

People say sometimes, "You work in the fastest-moving industry in the world." I don't feel that way. I think I work in one of the slowest. It seems to take forever to get anything done.

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.

The only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle.

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

‎Experts are clueless.