Why would I ever want to run Disney? Wouldn't it make more sense just to sell them Pixar and retire?

Once IBM gains control of a market sector, they almost always stop innovation. They prevent innovation from happening.

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.

Do not try to do everything. Do one thing well.

Simplicity is the ultimate sophistication-- Steve Jobs turned this into the slogan behind an early Mac advertising campaign. Which doesn't make it less true.

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.

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.