Unless you've a lot of passion about this, you're not gonna survive. You're gonna give it up. So you've got to have an idea or a wrong that you want to right that you're passionate about, otherwise you're not gonna have the perseverance to stick it through. I think it's half the battle right there.

It's hard to tell with these Internet startups if they're really interested in building companies or if they're just interested in the money. I can tell you, though: If they don't really want to build a company, they won't luck into it. That's because it's so hard that if you don't have a passion, you'll give up.

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

We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac.

People don't know what they want until you show it to them. That's why I never rely on marketing research. Our task is to read things that are not yet on the page.

Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes?

Focusing is about saying No.