You can't win on innovation unless you have a way to communicate it to customers.

The customer is the final inspector.

One of the failures of technology companies is that they build technologies thinking everything else will work out.

The manual for WordStar, the most popular word-processing program, is 400 pages thick. To write a novel, you have to read a novel - one that reads like a mystery to most people. They're not going to learn slash q-z any more than they're going to learn Morse code. That is what Macintosh is all about.

Be honest with yourself and with people always do everything on time. Never give up, go to your goals, even if all the bad. In this life, all really, you only need to do. The more I talk to people, the more I am convinced that in general they have one goal - to become the richest dead in the cemetery.

Design isn't just how it looks. It's how it works.

Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes.