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.

My favorite things in life don't cost any money. It's really clear that the most precious resource we all have is time.

We're cautious. We'd rather exceed expectations than miss but I think it's going to be a continued difficult economy. Apple is trying a different way to navigate out of this, we're trying to innovate.

If you ask who are the customers of education, the customers of education are the society at large, the employers who hire people, things like that. But ultimately I think the customers are the parents. Not even the students but the parents. The problem that we have in this country is that the customers went away. The customers stopped paying attention to their schools, for the most part.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as a consequence of that, people will like them, and as another consequence, we'll make some money. But we're really clear about what our goals are.

If you view computer designers as artists, they're really into more of an art form that can be mass-produced, like records, or like prints, than they are into fine arts. They want something where they can express themselves to a large number of people through their medium, and their medium is technology and manufacturing.

Older people sit down and ask, 'What is it?' but the boy asks, 'What can I do with it?'.