What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.

Design is not just what it looks like and feels like. Design is how it works.

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.

The important point is to not just follow your passion but something larger than yourself.

Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.

You'll see more and more perfection of that - computer as servant. But the next thing is going to be computer as a guide or agent.