We hire people who want to make the best things in the world.

Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

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.

You're already naked. There is no reason not to follow your heart.

It was one of those sort of apocalyptic moments. I remember within ten minutes of seeing the graphical user interface stuff, just knowing that every computer would work this way someday. It was so obvious once you saw it. It didn't require tremendous intellect. It was so clear.

I'm sorry, it's true. Having children really changes your view on these things. We're born, we live for a brief instant, and we die. It's been happening for a long time. Technology is not changing it much - if at all.