You have to be burning with "an idea, or a problem, or a wrong that you want to right." If you're not passionate enough from the start, you'll never stick it out.

I think PCs are going to be like trucks. Less people will need them. And this is going to make some people uneasy.

If you don't cannibalize yourself, someone else will.

The engineering is long gone in most PC companies. In the consumer electronics companies, they don't understand the software parts of it. And so you really can't make the products that you can make at Apple anywhere else right now. Apple's the only company that has everything under one roof.

Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them.

We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life.

To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.