Focusing is all about saying no

Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

That's been one of my mantras - focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains.

Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

For most of my life, I’ve felt that there must be more to our existence than meets the eye. This is who I am, and you can’t expect me to be someone I’m not.

To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.

Our goal is to make the best devices in the world, not to be the biggest.